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Maximise the impact of your emails on the move - Click Here
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Microcontent is your pearls of clarity in your subject line. You only get less than 30 characters to explain your "macrocontent" in your subject line. Unless the subject line make it absolutely clear what the email is about, users will never open it. |
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Email newsletters feel personal because they arrive in your inbox; you have an ongoing relationship with them. In contrast, websites are things you glance at when you need to get something done or find the answer to a specific question. The positive emotional aspect of email newsletters is that they can create much more of a bond between user and company than a website can. |
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A predictable publication frequency that is not too aggressive is usually best, except for newsletters that report breaking news. Not only are users more likely to sign up for newsletters that feel less intimidating, but a regular publication schedule lets users know when to look for the newsletter and reduces the probability that it will be deleted because it is confused with spam. |
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Email newsletters continue to be one of the most important ways to communicate with customers on the Internet. Newsletters build relationships with users, and also offer users an added social benefit in that they can forward relevant newsletters to friends and colleagues. Still, users are highly critical of newsletters that waste their time, and often ignore or delete newsletters that have insufficient usability. |
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