Email Usability
There are countless seminars and blogs with advice about how to design great emails. There are also data driven approaches that allow you to try out different approaches and find which gets a better result. But wouldn’t it be better to know in advance what does and doesn’t work for your customers, before your mails hit their inboxes?
Email usability takes the guesswork out of email design, applying the same techniques that make for great customer website experiences, to optimising calls to action and increasing click throughs.
The analysis covers the end to end user experience, and critically examines how users actually interact with emails.
Benefits of the approach include:
- Identification and resolution of potential click through failures
- Enhanced understanding of online behaviours, concerns, needs and wants by segment
- The keys to help unlock un-opened emails
- Clear recommendations on message visibility, call to action and brand experience
We offer 3 services to help optimise email ROI:
Email Expert Review
- Assessment against key usability for email heuristics
- Fast identification of major weaknesses
- Recommended solutions and issues for further exploration
Email Usability Testing
- High-volume tests with real users
- Experience-based causes of failure and prioritised improvements
Email HCI Groups
- Recruited to segments
- On-screen interaction plus group discussion
- Powerful insights for campaign planning
- Comparison with competitors’ emails
In addition, we can offer optional ‘personas’ development to focus creative design and copywriting on specific segments.
