The Secret of E-Zine Success: Make Them Easy to Scan

A report has come out confirming what most of us know but don’t always practice: That e-mail newsletters should be easy to scan.

“Designing for users who scan rather than read is essential for a newsletter survival,” says Nielsen Norman Group in its study titled, “Email Newsletter Usability.”

Of the newsletters included in the study, only 19% were read thoroughly, compared with 23% four years ago.

On the contrary, a full 69% were skimmed. In 40%, readers skimmed most or all of the headings, paragraphs and content areas, and in 29% they skimmed less than half. Readers finished multiple items in only 6% of the e-zines.

“It’s striking how few newsletters were read thoroughly, the report notes. “Newsletter writers and editors are advised to remember that few subscribers will treasure every word.”

Worse yet, most people spend an average of only 51 seconds on the e-zines they get in their inbox, the study shows. And they expend 33 seconds linking through to Web sites.

But there’s a good reason: They are overwhelmed by inbox (and information) glut, according to Nielsen Norman.

So why do people read newsletters at all? Because they:

*Inform of work-related news or company actions.

*Report prices/sales.

*Inform about person interests/hobbies.

*Inform about events/deadlines/important dates.

Moreover, people have an emotional attachment with e-zines, and most look forward to receiving at least one, according to the report.

“Very few other promotional efforts can claim this degree of customer buy-in,” the report notes.

But many readers are cutting back on the number they get. Others simply stop reading, although they don’t bother opting out.

Why don’t they?

Some stay subscribed because of that attachment to the newsletter (even when they no longer read it). Or, they may assume it will be difficult to do.

Others may fear that the unsubscribe will fail and that they will get even more mail.

The good news is that subscribe and unsubscribe functions work. Study participants were able to successfully subscribe in 81% of their attempts and unsubscribe in 91%.

Nielsen Norman conducted the study, its third on this subject, using an eyetracker. This enabled it to record how users looked at their inboxes and how they read newsletters. Ninety-three readers participated, and ten newsletters were studied.

To purchase a copy of the study, go to http://www.nngroup.com/reports/newsletters.