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How to make customers read your emails

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

Links:

  • Transactional Email and Confirmation Messages Open link in new window

Henrik Olsen - October 22, 2008

See also: E-mails (3)  Research (129) 

 

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