Quotes on email content

What writers and others say

Quotes on email content

“Killing time is a killer app for mobile use.” — Jakob Nielsen, “king of usability”

“The rule for Web content is to keep it short. The rule for email content is to keep it ultra-short.”
— Jakob Nielsen, usability expert

Killing time is a killer app for mobile use.”
— Jakob Nielsen, usability expert

“The fight for inbox survival might therefore leave room for only the most useful, targeted newsletters, leaving less valued newsletters in the dust.”
— Jakob Nielsen, usability expert
  • Get Read

    Make it valuable, interesting, easy

    Assuming your audience members do open your message, people spend an average of just 11.1 seconds on each email they review. That’s enough time to read about 37 words.

    Get Read: Make it valuable, interesting, easy

    No wonder the No. 1 piece of advice email readers give email writers is to keep it short.

    Because people read, on average, just 37 words of their emails.
    At Inside the Inbox — our two-day hands-on email-writing master class on Nov. 7-8 in Washington D.C. — you’ll learn to beat those odds to get your message read. Specifically, you’ll learn to:

    • Solve the Goldilocks Conundrum. Recipients are turned off by e-zines with too much information — and by those that don't offer enough. So how much is just right?
    • Choose between three "most valuable" e-zine formats. If you're struggling with opens, click-throughs and unsubscribes, bring one of these formats to the rescue.
    • Tap the No. 1 reason people find newsletters valuable. And avoid the No. 1 reason they quit, which is responsible for 67% of unsubscribes.
    • Decide when to personalize. Yes, slapping a name in the subject line may boost opens. But it can also creep readers out and make them worry about their privacy — unless you also do these two other things.
    • Make it clever … but not too clever. Readers complain when your email isn't clever, edgy, insightful or witty enough. They also complain if it's too cutesy. Find the fine line between interesting and silly.

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