Reach flippers, skimmers and other nonreaders with words
Skim, read or scan email |
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Do people skim, scan, read emails? Just 19% of email newsletters get read thoroughly “Scannability is important for websites,” writes Nielsen Norman Group principal Jakob Nielsen, “but it’s about 50% more important for newsletters.” |
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How to write a great email newsletter Steal these tricks from theSkimm Just what I need: Readers can skim a digest of the day’s events — in 1,000 words or less — with theSkimm. |
How to write email microcontent |
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How to write a table of contents Help email newsletter subscribers find stories without scrolling Table it: When you have 5 or more pieces in a newsletter that covers more than 2 printed pages, add a table of contents. |
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People look at 70% of lists — if you write them right Get attention, help readers skim, shave words off your word count and more with a numbered or bulleted list. |
How to format email newsletters |
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3 email newsletter formats that work Lists, headlines & blurbs, single stories most valuable Format for attention: Choose an email newsletter format that’s short and focused, and stick with it issue after issue. |
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Create email newsletters for the DoD Uncle Sam wants you to write emails his employees can read How would you like to cut and paste 10-line URLs into a browser? Department of Defense employees don’t like to either. |
More on skim, read, scan email |
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Quotes on skimming vs reading email What writers & others say “Scannability is important for websites as well, but it’s about 50% more important for newsletters.”— Jakob Nielsen, principal, the Nielsen Norman Group. |