Create a Better User Experience
In a recent article on BtoB Online the question was raised if emails should follow a specific template. The answer, quite simply, is yes.
Over time your subscribers will know exactly what to expect. The familiarity of the navigation will allow readers to get to the information they are most interested in quickly. This doesn’t mean you can’t ever update your look and feel or change your logo. However, the makeup of the template should remain the same.
Without a comprehensive usability study, reviewing the metrics following a campaign can give you a better understand of how your emails are being navigated. What gets click-throughs? What doesn’t? Overlaying the data from multiple issues will assist you in formulating a correlation between the ease of navigation and relevancy of your content.
Using a standard template has other benefits too. Thinking about what elements you will need before deployment can help copywriters produce succinct copy for available space and it will greatly decrease design time for your production team.
Creating a better user-experience will help you increase your readership and retention.
Posted by MindComet on Feb. 20, 2007