Quick Tips To Boost E-Mail Marketing Usability

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The usability of your email marketing program is very important in maintaining your customer base. If you make your email programs user-friendly to your customers – ease of sign-up, participating in the program, self-removal – your customers can more easily learn about your business, products or services. The easier you make your program, the more customers you are going to interest in email updates and promotions.

When you consider email usability, you want to think about the following three things: how the customer subscribes to your email; what you include in the content of your email; and how you manage your subscriptions. This means that your website must be designed to accommodate these considerations and you should have a subscriber management plan in place. E-mail will probably be the most frequently used method of communication between you and your customers, so being up to date and on the ball with the way you manage your email’s usability is very important.

Here is how you can address the three principles of usability to make sure your website and email program is user friendly and keeping your customers interested.


Keep You Subscription Process Simple

  • On every page of your website, promote your email program. That includes ordering pages, download pages, point-of-sale cards, business cards, etc. If you are promoting your business, promote your email program.
  • Tell your customers why they should sign up everywhere you promote your program on your website.
  • On the registration page, list all of the email opportunities you are offering your customers, such as newsletters, promotional announcements, and news alerts. If you offer a lot of different services, group them.
  • Do not allow the registration and subscription page to be more than one page long unless the second page is an email confirmation page.
  • Ask for basic information only, but also allow your customers to customiza their subscriptions.
  • Make sure you periodically test all of your web links and newsletter links to make sure that they work properly.
  • For any offline registrations, keep you text short and to the point so the customers understands what you are offering. The same goes for the pitch given by a sales representative.


Make Sure Your Messages Mean Something

  • Include your company or brand name in the from line and not just your email address. This lets the customer know who the message is from.
  • Keep your subject line brief, but informative. If the message a newsletter, include the newlestter title, volume, and edition number in it.
  • HMTL messages should be simple and basic. The more things your use in it – graphics, music, etc. – the slower the message will load and there is a chance that the customer’s email client will reject it.
  • If you do use graphics in your HTML message, use appropriate text around the images to describe the graphic in case it doesn’t load.
  • Include links in your text email versions so that the customer doesn’t have to use the web version to manage their subscriptions.
  • Add plenty of links to your email message to promote the information you have available on your website.
  • Get descriptive in your action button text. Tell the users what you want them to do, like ‘Subscribe to me!’ or ‘Get download here’.
  • Test all of your email messages in every web browser and email client before you send it out to make sure it works right.
  • Pay attention to your customers preferences when sending out content. Don’t send out more than requested.
  • Feel free to promote your other publications in your email messages as long as it doesn’t interfere with the information the message is conveying.
  • Add user-friendly options like a forward-to-a-friend link and print options.


Allow the user to make changes without a hassle

  • Provide your customers with needed subscription information, such as the email they used to subscribe, how they can change their preferences, an unsubscribe link, a copy of your privacy policy and anything else that you feel they should know.
  • Label actions that your customers can take clearly so that they understand what will happen when they click on the action.
  • Remain consistent in all your messages by placing the same information in the same spot everytime. For example, put the unsubscribe action button at the bottom on every message.
  • Give your customers a dedicated user preference page so they can make changes to their subscription.
  • Use checkboxes on the user preference page for your customers to make their changes and allow them to review their changes before confirming them.
  • Your unsubscribe action button or link should stand out and not be lost in the rest of the text.
  • Use a one to two click unsubscribe process with a confirmation email so that they know you received their request.
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