Email Previews and Email Marketing Analytics - Litmus. Overview - Features. Design of Email Newsletters (Alertbox) Summary: Users have highly emotional reactions to newsletters which feel much more personal than websites. In usability testing, success rates were high for subscribe and unsubscribe tasks, but users were frustrated by newsletters that demanded too much of their time. The most significant finding from our recent usability testing of 10 email newsletters is that users have highly emotional reactions to newsletters.
This is in strong contrast to studies of website usability, where users are usually much more oriented toward functionality. Even a website that you visit daily will feel like a tool where you want to get in and get out as quickly as possible and not connect with the site. Newsletters feel personal because they arrive in your inbox; you have an ongoing relationship with them. In contrast, websites are things you glance at when you need to get something done or find the answer to a specific question. High Nominal Usability Low Perceived Usability Speed Matters Full Report.
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