Nielsen observed users reacting to 40 sample automated email messages, examining how they interacted with the email in the in-box view and read individual messages. His report looks at how these messages can be better written and constructed in order to satisfy the customer or donor, and avoid appearing as spam in an over-filled in-box.Not surprisingly he recommends that messages should be brief, and that writers must focus particularly on the content of the subject line and “from” field. For example, messages with the subject “Important information” tended to be deleted.While confirmation e-mails can build trust, a badly constructed message can harm an organisation’s brand.The full 108-page report on the usability of confirmation e-mail and transactional messages is available at $199. Howard Lake | 6 January 2004 | News 20 total views, 1 views today AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Making the most of automated e-mail messages AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to LinkedInLinkedInShare to EmailEmailShare to WhatsAppWhatsAppShare to MessengerMessengerShare to MoreAddThis Newsletter confirmations, unsubscribe responses, autoresponder replies and other automated e-mail messages are often overlooked as valuable marketing tools, according to Jakob Nielsen.In last month’s Alertbox column, usability expert Jakob Nielsen looked at how automated or transactional e-mail messages are seldom as effective as they could be as marketing tools.“Thank you for your message”, “your donation has been received”, “you have successfully subscribed to our newsletter”, “you will receive a response within 24 hours”, “thank you for your pledge”. Charity Web sites are sending out thousands of standard, automated e-mail messages every day. Although they are valuable tools in developing and retaining customers, have you reviewed how good they are recently? Or are you using the standard blurb that the system designer created for you? Advertisement Tagged with: Digital Individual giving About Howard Lake Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world’s first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp and co-founder of GoodJobs.org.uk. Researching massive growth in giving.