Marketing Email UX - User Research Methodology

Newsletters and marketing email are important links between you and your customers. Researching your email practices can help you understand the needs of your email recipients, learn how to provide value, and strengthen the relationship.

This92-page reportoffers the details of6 large-scale research studies, each with various underlying research methods used over the course of 16 years. Details include: recruiting techniques, study preparation and setup, test tasks, questionnaires, study protocols, and discussions and lessons learned about these methods that have been refined through our 6 rounds of research. Use our methods and lessons learned as starting points for your own research.

Usability research methods included:

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

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 536-page report,Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition.