Marketing Email and Newsletter Design to Increase Conversion and Loyalty

6th Edition

  • Topics:
  • Email

This report shows what happened when people used a broad set of newsletters and email marketing messages. We watched and analyzed as they tried to get on and off subscription lists, maintained their subscriptions, and received, reviewed, and reacted to messages in inboxes.

This537-page report礼物199设计指南based on 6 rounds of usability research. Discussions and535 screenshot illustrationssupplement our findings.

Topics covered

  • Email use on mobile and desktop
  • 管理电子邮件和电子邮件新闻稿
  • What users read
  • Benefits of newsletters to take advantage of
  • Pitfalls of newsletters to avoid
  • Discovering new newsletters
  • Personal newsletters (B2C) and business-related (B2B) newsletters
  • Subscription process
  • Link name and placement
  • Newsletter names and descriptions
  • Collecting information from users
  • 确认订阅
  • Encouraging new subscriptions
  • Frequency and delivery
  • Sender information, subject lines, and preheaders
  • Content
  • Content selection
  • Voice and tone
  • Personalization
  • Keeping content fresh
  • Hyperlinks and interactive elements
  • 图片和视频
  • Emojis and Animated GIFs
  • Advertising
  • 布局与视觉设计
  • 订阅维护和退订
  • Unsubscribe links
  • Unsubscribe process
  • Maintenance options


The 6th round of research touched on all aspects of newsletters and marketing email on both mobile and desktop devices. New guidelines were added and existing guidelines were reviewed, updated, or removed, based on the current state of newsletters and email marketing.

Research method

The information in this report is based on 6 rounds of studies, conducted over 16 years. Usability research methods included:

  • One-on-one usability testing
  • Eyetracking
  • Online and email-based diary studies
  • Remote unmoderated usability testing

Representative users tested the usability of 500+ newsletters. The studies took place in the United States, Australia, England, Hong Kong, Japan, and Sweden.

Read the companion report,Marketing Email UX – User Research Methodology, which details our UX research methods for email marketing and newsletter usability.