Face it: No one reads your company e-newsletter. The average user
spends a mere 51 seconds skimming one -- and needs only 90 seconds to
unsubscribe. To prevent inbox irritation, "include short stories or
bits of advice that are easily digestible," recommends Chad White, research director at Responsys and a veteran of the Email Experience Council, this London conference's sponsor. Design
is also crucial. Newsletters lose a fifth of subscribers to layout and
usability issues. And, please, don't spam your readers. "It's not about
more email," White explains.
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