Skip to content Skip to navigation

Polley Blog

What Consumers Want, And Don’t, At Their E-mail Inboxes

FREMONT CA – Do they want it? Will they value it? Does it annoy them? Those are three questions real estate agents must ask themselves about e-mail newsletters sent to clients or prospects, following the release Wednesday (Feb. 18, 2004) of a lengthy study published by an Internet marketing consultant.

Nielsen Norman Group, a California-based firm that focuses on Web selling strategies, finds consumers complain most about e-mail newsletters that are unsolicited (they didn’t ask for them), contain untargeted content (the articles don’t interest them), or connect them to web pages containing pop-up advertising (they pester them).

“Newsletters need to be smooth and easy: they must be seen to reduce the burdens of modern life,” the company says. “Even if free, the cost in e-mail clutter must be paid for by being helpful and relevant to users, and by communicating these benefits in a few characters in the subject line.”

The 293-page study, titled Email Newsletter Usability, follows up on a similar study Nielsen Norman conducted in 2001. It concludes that recipients do a good job separating wheat from chaff in their inboxes: they readily know what’s spam, and what’s not. And when they get e-mails they didn’t request, they are prone to blocking future dispatches with a one-button click on their spam-filtering software.

The study was based on 101 e-mail newsletters sent to recipients in 12 states and five other countries. It is available for purchase ($298) direct from the authors, and also was the subject of reports in MediaPost, Publish, ClickZ News, and DMnews.

This article was originally published at Joe Zlomek’s Docket

Recent Articles

Foreign Investment In American Real Estate Rises Once Again

Foreigners are once again putting more money in American real estate.

Read More
1 14 15 16