Email is a powerful tool for connecting a website with its customers. But according to Jakob Nielsen, transactional email has appallingly low usability.
He gives a few tips on how to avoid your email being mistaken for spam and survive users' hectic approach to reading email:
- The From field should contain a recognizable and descriptive sender name such as "JetBlue Reservations" or "BestBuy Online Store"
- Provide a meaningful subject line that's relevant to the recipient such as "Order has shipped", rather than meaningless subjects such as "Important information"
- In the message, start with the facts that are important to users, rather marketing fluff or other seemingly irrelevant information
- To avoid inbox overload when sending order confirmations, settle for an order and a shipping confirmation
- Transactional Email and Confirmation Messages
- October 22, 2008
See also: E-mails (3) Research (129)