Design Insights to Increase Conversion and Loyalty within Marketing Email and Newsletters.
We plan to watch, analyze, and test participants as they interact with getting on and off subscription lists, maintaining their subscriptions, and how partcipants recieved, reviewed and reacted to messages in their in-boxes.
We aim to surface insights related to the user experience around the following topics and themes:
- Email use on mobile and desktop
- Managing email and email newsletters
- What users read
- Benefits of newsletters to take advantage of
- Techniques to avoid
- Discovering new newsletters
- Encouraging new subscriptions
- Personal and business related newsletters
- Subscription Process
- Newsletter names and descriptions
- Confirming subscriptions
- Frequency and delivery
- Sender information & subject lines
- Content selection
- Voice and tone
- Personalization
- Hyperlinks and interactive elements
- Images and video
- Icons, Emojis, & Animated GIFs
- Advertising
- Layout and visual design
- Unsubscribe process
Testing Plan
STUDY 01
Subscribe and Unsubsribe processes as well as Receiving and Opening newsletters.
STUDY 02
Examine the role of email newsletters in subscribers’ daily lives over a 2-4 week period.
STUDY 03
Focus on how people read, or mainly scan, email inboxes and newsletter content.
STUDY 04
In-depth research with participants reading email newsletters on their mobile devices.