When it comes to the design of a website or application, there’s really no denying the effectiveness of a great user experience. We often hear positive UX increases subscriber engagement while poor UX drives users away. You’ve probably experienced this for yourself after visiting a visually pleasing, easy-to-navigate website, and again when you’ve landed on a cluttered, confusing page.
But, what factors make up UX and, when it comes to email marketing, does it even matter? Here’s what we’ve discovered:
For those of you new to the subject, user experience (UX) refers to the interaction a person has with a website, program or other digital application. Don Norman, Apple Fellow and director of The Design Lab at the University of California, San Diego, coined the term in the mid 1990s. According to Norman, user experience “encompasses all aspects of the end-user’s interaction with the company, its services and its products.”
In other words, nearly everything you do, from a digital perspective, affects your brand’s user experience. This includes, but is not limited to:
Now that we’ve discussed what user experience is, let’s talk about how it affects the way subscribers interact with your emails.
As you can see, UX is not only an important consideration in your email marketing strategy, it can be the determining factor between a conversion and a lost opportunity. By making sure your subscribers enjoy a positive experience, you can make a memorable first impression and establish immediate brand loyalty.
Looking for more ways to wow your subscribers? Check out our new infographic The 3 Stages of Personalization.