Web Analytics: System Email Experience Design

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Every day my mailbox will receive a lot of system mail. Some are online purchase order status notice, some is the website activity propaganda, some are social networking site message reminder. I believe everyone has the same trouble as me: how always so much junk mail! Drown out my important mail! Do you have any consideration for us!! In fact, from the interactive view of these emails, there are a lot of learning places, as the saying goes: Three people, there will be my teacher Yan. Choose the good person and from it, its poor and change it. So today we're going to come together and analyze these emails.

Let's start by popularizing several concepts of email (brown word excerpt from colleague Heidi--making email more power):

Several important assumptions

1. Very few people are willing to read long emails--unless you tell him what to do, give him responsibility.

2. Few people are willing to do something for no reason--especially if they don't, unless they are particularly good, and they like to meddle.

3. Few people will read your email carefully-never send a message to a lot of people and expect everyone to read it carefully to find out what you expect him to do.

Bad message features

1. Written prose, long and boring, and expect people to read-it is unrealistic

2. The focus is not prominent, but rely on the recipient to extract key information: time, action, goal

3. Mass, resulting in the message is not targeted-"influence" in the view of the book, so that the sense of responsibility is diluted and dispersed, the more people sent, the real value of the response will be less

For this, a good email should give the recipient a glimpse of what it is, as the recipient, what time I need to do.

We give a distinction to system mail: 1. Do not have to process mail (pure promotional mail), 2. Necessary processing of mail (purchase order status notice), 3. Optional processing mail (social networking site message reminder)

1. Do not have to process mail (pure promotional mail)

Figure 1

This kind of mail to the user's harassment is the most serious. It belongs to the pure product demand, imposes on the user. Perhaps some users like to receive these emails, and some do not like to receive.

Do you want to improve the experience for users who don't want to receive this kind of mail? For example, at the bottom of the message there is a link entry to unsubscribe from this type of message (Figure 2).

Figure 2

Of course, a lot of mailboxes also have such a function (Figure 3), if the system can be distinguished to subscribe to the mail does not make mistakes, it is the best.

Figure 3

Of course, if you want to receive these emails, they will want to be able to copy the text, there are direct links, typesetting is good-looking, the theme is obvious, this is something.

2. Necessary processing of mail (purchase order status notice)

Your order to which process, you need to know, you may also have to give the corresponding operation, otherwise the order can not go down. This kind of mail for users are all want to see, users want to read very quickly, convenient operation. So this kind of mail has a lot of essential elements

Necessary elements to handle mail

1. Sender: Must be clear (have a high degree of identification logo that is the best)

2. Main content: The content is clear, the word does not have too many, the general mention order number, the state, the user must carry on the operation can, simultaneously can have the connection direct jump

3. Invalid return message: This is very important. If not, the user is likely to think that the reply to the message can be answered. The copy can be hammered

Interference of the existence

1. Unrelated Marketing information: Users find interference, can not find the message focus

2. Color: Too gorgeous not easy to browse

3. Main content Text Quantity: Too many, inconvenient grasps the key (1.2.3 See figure 4)

4. Main content typesetting: poor typesetting, inconvenient to grasp the focus (4 see Figure 5)

Figure 4

Figure 5

Good experience Point

1. Similar in style to website with high reliability

2. The less words the better, highlighting key information

3. Use light and dark words to highlight key information

Figure 6

3. Optional processing mail (social networking site message reminder)

Such reminders are the first two things that have something in common: 1. Because of the different content of message reminders, users should have the need to choose which kind of reminders to accept. 2. For the information users want to receive, users want to read very quickly, convenient operation. So in the interaction above to combine the above two aspects of the content, to choose.

This is a face book reminder, the subject content is very clear, at the same time have clicked "unsubscribe" function

This is my background system in the mail reminder of the visual effects of the time, summed up. First of all, we want to analyze the mail is targeted to those users (our backend system is not a public user, so there is no "unsubscribe" function), and then analyze our mail is the type of that category (this Bo focus), and finally the corresponding design.