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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. "It's about smarter email." That's an idea we subscribe to. — AC

Mon, November 01
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