Jun 14, 2006

Email Newsletters: Surviving Inbox Congestion

Heatmap
A big thank you to MailChimp user David Mejias for pointing out this new article over at Jakob Nielsen’s usability site: Email Newsletters: Surviving Inbox Congestion.

It’s got some neat email newsletter usability case studies, including another one of those eye-tracking "heat map" screenshots, showing where the human eye goes on the screen when reading an email newsletter (here’s another heat map study, but this one’s animated).

All kinds of interesting stats there, like:

  • the average time allocated to a newsletter after opening it was only 51 seconds
  • participants fully read only 19% of newsletters
  • On average, users maintained 3.1 email accounts each, using different accounts for different purposes.

Full article at:
http://www.useit.com/alertbox/newsletters.html