Why Email Marketing With Newsletters Works So Well, Email Marketing : iPedia

A new report by the Nielsen Norman Group Report entitled "Email Newsletter Usability" has just been released. In the report, they look at the effectiveness of newsletters as a part of your email marketing strategy. The report stated that "sixty-nine percent of users said that they look forward to receiving at least one newsletter." Make sure that you do everything that you can to ensure that your email newsletter is the one that they look forward to getting.

Some of the reports positive finding were:

readers often have a highly emotional reaction to newsletters

readers tend to forward newsletters to friends and colleagues

newsletters create a bond between readers and your company

newsletters are convenient - delivered to the users inbox

Some negative findings were:

readers often felt frustrated when trying to unsubscribe

there is little tolerance for newsletters that waste time

readers are subscribing to fewer newsletters

newsletters are sent too often

So there you have it, overall newsletters are welcomed by most of the readers. However, email marketers must do a better job with their newsletter marketing if they hope to retain their current readers and add new subscribers.

Your newsletter must:

be informative and relevant to the readers' needs

have a predictable publishing schedule

be brief and to the point

have a strong subject line so that it's opened

be designed for users who scan rather than read

make it easy to unsubscribe

The report stated that "sixty-nine percent of users said that they look forward to receiving at least one newsletter." Make sure that you do everything that you can to ensure that your email newsletter is the one that they look forward to getting. If you don't they may be subscribing to your competitors newsletter. Click here to read the Executive Summary.

Why Email Marketing With Newsletters Works So Well

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