Building marketing emails around user experience can improve retention rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 12, 2019, 2:10 PM UTC

An average user spends about 1.1 seconds to skim through an email.

This piece recommends marketers should organise their email layout while keeping user experience in mind. While making the content organised and easy to navigate, strategic design can make an email appear professional and thoughtful.

Brands should create a responsive design which would enable recipients to read the email content in their preferred devices. A well-designed email can not only enhance the user experience but also help retain subscriber interest.

The author suggests organisations can personalise their emails with the recipient’s name to foster a better relationship with their subscribers. Marketers should also add a convenient “unsubscribe” button to ensure subscribers can leave quickly on a positive note.

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[12 minute read]