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Marketing Email and Newsletters: 万博官网manbetx下载UX Findings Then and Now

通过 Kim Flaherty8月13日,二千零一十七

总结:New research finds big changes in newsletter manbetx官方网站手机版design and in customers' attitudes toward marketing email.


我们开始研究2002年的时事通讯.Since then,我们对时事通讯和营销电子邮件可用性进行了六次大规模研究。我们最近的研究涉及diary studywith 9 participants in 2 countries (U.S.and Spain),和usability testingwith 28 participants from 2 countries (U.S.and Canada).We focused on the subscribe and unsubscribe processes,以及接收时,opening,阅读商业邮件。

回顾过去的电子邮件时事通讯,看看我们这些年来取得了多大进展,这很有意思。When we look back at the trends,可用性问题,以及之前研究中的用户行为,并将其与今天的用户行为进行比较,变化是巨大的。我们研究早期发现的一些问题仍然存在,but manbetx官方网站手机版designers have learned a lot over the years and they have solved many of the usability issues we used to see.好极了。然而,我们现在注意到了新的挑战,与新闻稿如何融入我们的生活有关。In this article,我们概述了过去的通讯和今天的通讯之间的一些最大的区别。

Changes in Newsletter Usability over Time

减少正式订阅-过去的时事通讯订阅过程通常非常复杂——也许是因为收件箱和时事通讯在很多方面都是完全不同的。人们不得不处理电子邮件管理问题,spam,网速慢,因此,订阅时事通讯过去是一项重大的承诺,反映了一个深思熟虑的选择,即与组织建立一种专门的关系。订阅表单通常很长,关于时事通讯内容和交付时间表的详细信息也很丰富。用户希望这一级别的信息能够理解通过同意接收来自组织的消息而做出的承诺。

因为这些限制中的一些在过去几年中已经得到了纠正,用户对订阅的许多担忧都消失了。此外,随着时间的推移,用户的思维方式发生了变化。这些年来,电子邮件数量的急剧增加已经造成了一种情况,人们不可能把所有的信息都放在心上。so they care less about what they receive because they know they can easily ignore the noise or choose what they invest their time in.For these reasons,用户现在看重的是低投入和高效的注册,而不是详细的解释和流程。网站上的订阅表单变短了,通常嵌入到页脚或其他事务中。This is not to say that users do not appreciate some critical details about newsletters before subscribing to them.在注册时交流订阅的基本信息仍然是一个很好的实践,to set expectations and help customers feel informed.

Evolution of spam -Spam used to be a huge concern for users and newsletter publishers alike.用户希望避免垃圾邮件,并对订阅时事通讯持谨慎态度,因为他们担心自己的电子邮件地址会被共享,导致未经请求的消息。Publishers were working to ensure their legitimate newsletters would not be flagged as spam in recipients' inboxes.  Now,users don't worry about spam in the same way they used to.Spam-blocking tools have become much better at identifying and filtering spam appropriately and prioritized email inboxes help organize messages for users.事实上,the meaning behind the word "spam" has changed over time as well.It's no longer used strictly to describe unsolicited email messages.我们研究的参与者使用“垃圾邮件”这个词来描述他们认为是随机的请求式营销电子邮件,客观的,无关的,宣传力度太大,or coming in high volume.

One user in our diary study received a newsletter from AT&T with a subject line that read,"A message for STEVEN".当他打开电子邮件时,the only thing offered was an animated image of a gift bag with a message that said,Mystery flash sale,plus a special offer just for DIRECTTV customers.提示:这是一个非常大的问题,还有一个链接标记为“了解更多”。收件人说:"The subject line caught my eye,但里面却是垃圾邮件。It's just a huge shaking bag that says,‘mystery flash sale'.它看起来很垃圾,很不吸引人。我为什么要点击?There was nothing compelling about a ‘mystery surprise'.他们只是想卖给我一些东西,把它打扮得对我有好处。我宁愿他们告诉我他们在卖什么,交易是什么,而不是玩游戏。”

ATT-Bag
订阅接收AT&T电子邮件的用户认为此邮件是垃圾邮件,因为主题使其看起来像是个性化的,but the content fell short of anything beyond promotional hype

Another user who received a message from a restaurant-group supper club about an upcoming event said,“所以我报名参加了这个时事通讯,但我觉得这与我无关,而且有点垃圾。我是说,我想我应该预料到这一点,但我不知道这位厨师是谁,也不知道与这一随机事件有任何关系。感觉很不亲切,这才是令人讨厌的。It's not relevant and [is] therefore spam to me."

“对我来说是垃圾邮件”是此用户报价中的操作术语。垃圾邮件在旁观者眼中(即,接受者)。

在我们的研究中,many users disliked information that was not tailored or specific to their interests.很多次,这些类型的信息被认为是垃圾邮件,这种态度说明个性化在营销电子邮件和新闻通讯中的重要性日益增加。

情感联系和个性化需求-In our first several rounds of research,one of the most significant findings was that users had emotional reactions to newsletters.The effort and commitment involved in subscribing to a newsletter created an emotional connection to that newsletter that also formed a bond between the user and the company.The messages felt personal because they arrived in users' inboxes,用户与他们之间的关系一直在持续。这种联系的负面方面是与时事通讯相关的问题对组织的brand.

在最近的研究中,we've seen that the emotional connection to newsletters has lessened — in fact users seem to have grown numb to the content that shows up in their inbox.人们收到的电子邮件太多了,以至于他们对所有这些都不太关心。

尽管用户对某些时事通讯有强烈的感觉,对新闻通讯的依恋感已经消失了。Organizations must work hard to stick out from the crowd,在不牺牲可用性的情况下,挑战变得突出。

在正确的时间提供高度个性化和相关内容的新闻稿收到了接受者最积极的情感反应。数字能力个性化内容和体验近年来,它已经变得强大起来,用户已经习惯于期望从营销信息中获得高水平的相关性。Recipients want organizations to use known information about them to deliver valuable and relevant content in their newsletters and marketing messages.如上所述,许多没有这样做的邮件被认为是垃圾邮件。

一位用户收到了来自Viking River Cruises的消息,该消息与他的偏好无关,他说,“没有什么是个性化的。他们可以根据我在他们网站上的选择对内容进行个性化设置。“另一个用户对booking.com上的旅游促销邮件有类似的想法:”提供的服务应该基于我在他们网站上的搜索结果,这不是电子邮件中包含的目的地。”

维京邮轮新闻稿
Viking River Cruises的这则新闻稿没有反映用户的旅行偏好。

Most users' reasons for liking a newsletter or finding it valuable were related to its relevance and their level of interest in the content.One user said,"I like this one because it is personalized for me;it includes courses and learning modules according to my interests." Another user who received information about do-it-yourself projects and craft ideas reported liking the email because "it is something that I am interested in;it helps me feel creative and productive."

相关内容不需要高度针对性。Relevance can be specific to atime of the year,季节,或事件.一位用户收到一条关于新一季咖啡饮料的信息,他说,“我觉得这与一年中的时间和季节有关。这不是随机的。”

当用户抱怨电子邮件的相关性时,一半的人说他们打算退订,另一半说他们将继续接收这些信息,但忽略或删除它们。事实上,大多数人选择在将来忽略电子邮件,而不是努力退订。

Personalization and providing relevant experiences are already on the horizon as the next big competitive requirement for 万博官网manbetx下载UX and customer experience.Organizations must invest in learning how to identify customers and use the data they have about them to predict their information needs.结果将是更好的客户体验,engagement,以及忠诚——部分原因在于个人,targeted,and timely newsletters and marketing messages.

Fewer concerns about unsubscribing -时事通讯收件人在试图离开邮件列表时常常遇到困难。Every organization had its own unsubscribe process and it was often a time-consuming task.现在组织必须包括退订在他们的通讯中链接,this task has become easier.

尽管人们对取消订阅不需要的新闻稿所需的努力较少关注,users don't always do so.用户创建了跨帐户和跨文件夹筛选邮件的系统,以限制对收件箱的影响,so many messages will never even be seen.People also find it easy to simply ignore or delete unwanted messages.不管是什么原因,it's clear that mailing-list owners shouldn't assume that all subscribers actually want to receive their newsletters.许多用户可能只是忽略了取消订阅。

Some newsletters deliberately make it difficult to unsubscribe by hiding the instructions or making them overly complex.The motive is probably to retain as many subscribers as possible in order to maximize the reach of permission-marketing programs.事实上,一旦用户不再需要时事通讯,你就没有“权限”,不管他们是否跳过了从名单上跳下来所需的篮球圈。如果用户不断收到不需要的新闻稿,the messages will start to backfire and become regular reminders that they're annoyed with your company.最好让他们走。

更少的格式问题,断链,and broken images -过去,it was challenging for email clients to render images and various formats appropriately.HTML技术得到了改进,making email rendering fairly predictable and stable.  Email clients have also improved their capabilities and there is more consistency across the landscape in these capabilities,使格式化问题和损坏的图像不受新闻稿出版商的关注,and a rare issue for recipients.

更改布局-When we began studying newsletters,everything was manbetx官方网站手机版designed for the desktop screen.为大屏幕制作新闻稿布局,with limited scrolling in mind.多列布局很常见,这意味着内容水平密集,消息也很短。当现代移动设备出现时,这些布局成了问题。2012,we still foundsignificant mobile-usability issues由这些多列布局引起。

在过去的几年里,most newsletters have adapted to small screens and many messages now render appropriately on mobile devices.各组织已经开始使用流动的新闻稿模板,并根据不同的屏幕大小进行调整。Single-column emails are very common.

有趣的是,many multicolumn newsletters viewed on large monitors now seemed overly complex to users (even if the template appropriately rescales on mobile).Single-column webpages and email manbetx官方网站手机版designs with full-width imagery,低含量密度,近年来,滚动越来越普遍,用户似乎已经习惯了看到这些设计。manbetx官方网站手机版Single-column layouts show fewer items in the viewport at one time,使电子邮件变得干净、流畅。多列布局导致更小的图像和更窄的文本列。Users often perceived multicolumn newsletter manbetx官方网站手机版designs as overwhelming and cluttered.

(用户是slower when reading difficult content on small mobilescreens,但我们不建议首先在电子邮件中发布超复杂的材料。)

用户往往觉得自己很小,与全幅高质量照片相比,缩略图式图像的价值和吸引力更低。这种对图像的态度与电子邮件更具可视性的趋势是一致的。

视觉传播的发展-新闻通讯和营销电子邮件中最显著的变化之一是向更多的视觉交流的转变。

近年来,网络图像的使用发生了变化,很多网站都把图像作为设计的关键组成部分,manbetx官方网站手机版而不是次要元素。例如,网站可能会在页面顶部使用大的高分辨率照片,或者在整个网站使用全幅图像。然而,this trend does not always result in可用设计manbetx官方网站手机版电子邮件通讯也是如此。尽管图像在电子邮件通信中一直占有一席之地,today's marketing emails use graphics and imagery as a major fixture.

过去,small thumbnail images accompanied by text-based content in a multicolumn layout was typical.然而,in our most recent round of research,布局密集的新闻通讯,小,复杂的图像被认为杂乱无章,图像被认为是过时的,or low-quality.Now,强调网络上的图像,用户非常喜欢全屏或大范围的图像,looked high-quality,and showed detail clearly.

Orbitz Newsletter
在我们之前的报告中,this newsletter from Orbitz was used as an example of good image use: the thumbnails added substance and increased understanding of the newsletter.在我们最新的研究中,such multicolumn manbetx官方网站手机版designs filled with small images often were called "cluttered" by users.

一位从迷恋中收到餐馆简讯的用户说,“我认为这封邮件设计得很好,因为图片很大,manbetx官方网站手机版组织良好,易于理解。电子邮件中没有太多文字或杂乱。”

迷恋新闻稿
《迷恋》时事通讯获得了感谢广大读者的好评,high-quality imagery.

Aside from the shift toward image-based manbetx官方网站手机版design,other visual elements like emojis and animated gifs have established their place in newsletters and marketing emails.Emojis are small visual representations of an emotion,对象,or symbol.这些小象形文字现在常用于主题行以引起注意,添加上下文,把情感带到收件箱里的信息上。

emoji主题
Some newsletters include emojis in their subject lines to help communicate the content of the email and add emotional value.The first message from Showpo added flowers to the subject line to give a clue as to what might be found inside.

虽然不是网络新手,动画赠品作为一种有用的工具重新合并,使我们的数字通信更具表现力。毫不奇怪,各组织已经开始在其新闻稿中以深思熟虑的方式使用动画赠品,增加通过传统静态通道传递的值。这些动画图像不仅提供了一种情感元素,but they can also show products in use and provide supplemental information.

博诺波斯通讯
Bonobos的时事通讯中包含了一个动态的GIF,显示了撕开的斜纹棉布是如何从身体上拉下的。

更大的文件和更快的下载速度-One downside of these highly visual newsletter-manbetx官方网站手机版design trends is the larger size of the newsletters and the amount of data required by recipients to download them.当拨号上网仍然是访问网络的主要方式时,speed and file size were a big concern to internet users and newsletter subscribers.组织在限制文件大小方面做得更好,网络速度也提高了,因此,近年来,这些问题的关注要少得多。然而,随着移动连接的发展,一个新的重点是文件大小:许多用户必须pay for the amount of data they consume,另外,在连接不良的地区,下载速度也会受到影响。So we must still be aware of the download time of our newsletters and the amount of data being transferred over mobile networks.

Email Rules for Customer Relationship Maintenance

电子邮件是互联网上最古老的媒体形式,早在1972年我们的许多读者出生之前就被发明出来了。但是,在与像Snapchat这样的幼稚网络媒体形式的竞争中,电子邮件却保持着强劲的势头。Our research participants still appreciate good emails and read them.So if your brand can deliver relevant and interesting emails,这种老化的媒体形式仍然是与客户保持联系的绝佳方式。

完整报告

关于email marketing and newsletter usabilitywith 199 manbetx官方网站手机版design guidelines for email user experience design is available for download.