Irrelevant content No. 1 reason readers unsubscribe
Talk about competition in the inbox: Today, organizations and individuals send and receive 269 billion emails a day (PDF), according to The Radicati Group.… Read the full article
Make e-zines timely
Give subscribers the scoop, early insights
One of the great things about e-zines is that they’re fast. And that’s one of the things people mention most about liking email: that it delivers up-to-date information.… Read the full article
How to write email that’s easy to skim
3 ways to get the word out to nonreaders
Email newsletter subscribers read word-for-word just 19% of the e-zines they receive, according to the Nielsen Norman Group’s latest eyetracking study.… Read the full article
Uncle Sam wants you …
… To write emails his employees can read
By Diane Owens
Did you know that the Department of Defense automatically converts employees’ emails to plain text?… Read the full article
Skimm this!
Make your e-zine interesting, relevant, easy
What’s the secret to a successful e-zine? Make ’em laugh; make ’em think; make ’em Skimm.
In other words, make it interesting, relevant and easy.… Read the full article
How readable should emails be?
Aim for the 3rd-grade reading level
How easy should email newsletters and e-blasts be to read? Very easy, according to a study of more than 40 million emails by Boomerang.… Read the full article
Make e-zines short, but not too short
Provide adequate content in email newsletters
From the Can’t-Win-For-Losing Department: Although subscribers’ No. 1 piece of advice to email newsletter creators is to keep e-zines short, those same subscribers generally get frustrated when newsletters are too brief.… Read the full article
How long should email newsletters be? [Data!]
![How long should email newsletters be? [Data!]](https://9uogs1033zi2b47wk4ck73yp-wpengine.netdna-ssl.com/wp-content/uploads/2018/09/how-long-should-email-newsletters-be-data-150x150.jpg)
People average 51 seconds on e-zines
The No. 1 advice email newsletter subscribers have for e-zine senders? Keep it short.
This according to the Nielsen Norman Group’s 6 rounds of email newsletter usability studies conducted over 16 years.… Read the full article
Customize e-zines, don’t just personalize them
Segment lists to nanotarget newsletters, e-blasts
Email receivers have a new definition of spam. They now use the word to describe generic mass mailings not customized to them — even if they signed up for the email in the first place.… Read the full article
Avoid generic e-zine, newsletter subject lines
Change them up for each issue
It’s been awhile since I’ve received the HubSpot blog e-zine — whattup with my subscription, HubSpot? — but the five editions I received most recently had these subject lines:
- HubSpot Blog, Opinion
- HubSpot Blog, Opinion
- HubSpot Blog, Opinion
- HubSpot Blog, Opinion
- HubSpot Blog, Opinion
Generic subject lines — “Newsletter name” — are more likely to be deleted than opened.… Read the full article