Archive for November 2005

I admit that when I buy holiday cards, I go for holiday neutral messages and pictures. However, if I know the recipient celebrates Christmas, I write (yes, by hand — amazing, eh?) “Merry Christmas” on the card. For those I don’t know of their preferences, I write “Happy Holidays” or “I hope you have a prosperous 2006!”

I’m hearing references to Christmas Eve and Christmas tree as “Holiday Eve” and “Holiday Trees.” That’s taking the political correctness (P.C.) too far. As far as I know, there are no other Eves in December except New Year’s. So why are we hiding behind the “Holiday Tree?”

If we’re going to call it “Holiday Tree,” then does that mean we need to call the menorah, “candelabra” or “candlestick.” Or rename Ramadan to “the month of fasting?” Ridiculous, isn’t it? Let’s ease up on the P.C. stuff, eh?

Working overtime to get readers to open newsletters

Many newsletter publishers believe in “If at first you don’t succeed, try, try again.” So they send their newsletters a second time and maybe even a third. Whether or not this is a good thing has yet to surface.

Spam has driven many publishers to take this step, as legitimate email newsletters get diverted to the trash bin without ever seeing their readers. Some publishers send an HTML newsletter and then follow a few days later with a text version or a link and message saying, “The newest issue of so ‘n so is out. Click on the link to read it.” A few publishers — like us at InternetVIZ — do a second send, but only to subscribers who didn’t open the email from the first delivery.

When I get two emails from the same publisher referring to the same issue, it annoys me. But I realize spam has pushed publishers to this point. If you do send your newsletter out a second time, use the following approaches for a better open rate and to keep your readers coming back.

Fiddling with spam filters

I think most of us can agree that we get enough waste in our email boxes without adding repeat emails. Even the best spam filters work about 95 percent of the time. Any tighter than that and the email you want to read gets junked. At least 300 emails find their way into my junk folder on a daily basis.

For the filtering to work properly, my spam filter must be loose enough so that “real emails” get through and stay in my inbox. In reading about various spam services and applications, I’ve learned that using a service like Cloudmark catches about 95 percent of the stuff. For the rest, I manually use the “block spam” button to get rid of it. This balance works for me and only takes me a few minutes per day to maintain.

When I started managing spam with a new application, I checked the spam folder to ensure nothing valuable got through. After a little time passed, I stopped looking because it was too much work. Any messages that make it into the filter folder get wiped for good. Without a doubt, I miss some messages and can only hope that nothing critical slipped through. Many people use this approach, as they’re tired of digging through garbage for a golden needle.

Watching out for bad keywords

Unlike most newsletter publishers, InternetVIZ‘s motivation to do second sends does not stem from avoiding spam filters, but to increase the open rate. That makes a subtle but powerful difference.

We dodge spam filters by not sending emails that aren’t relevant to our readers’ professional lives. Any time our newsletters are trapped in the garbage bin, they have too many HTML tags or the wrong color. However, we suspect that most emails aren’t filtered because of those reasons but because of key words like “free” or “click here,” buying questions in the subject line or weird “from” email addresses, which are good to avoid.

Sending seconds to everyone

At InternetVIZ, we dislike sending out the same newsletter twice to all readers. It’s better to resend only to the readers who haven’t opened your newsletter yet. So we focus primarily on the content and writing subject lines that don’t get confused with spam subject lines. We never send the “second send” to those who opened our newsletter the first time.

The person who opens it on the second send as opposed to the first hasn’t seen the email before. Thus, he or she has no idea this is a second send unless it’s sitting somewhere in the mailbox unopened — but that’s rarely the case. The beauty of this process is that second sends increase our open rates between 15 and 35 percent without aggravating anyone.

If it works for us, it can work for you. Know how the filters work, focus on content, send a second one to those who didn’t open the first one — and you can’t lose.

Updated December 15, 2005: MarketingSherpa posted a case study on this topic.

Meryl K. Evans is the Content Maven behind meryl.net, helping companies by massaging words into content that inspires action. Contact her to discuss how your business can boost its profits.

I’ve written many articles about writing for the Web and feel like there’s nothing new to say. What worked a few years ago still works today… chunking text, short paragraphs, bold headers for scanning, and so on. Then I read Resurrect Your Writing, Redeem Your Soul and can tell you this is a different article than I’m used to seeing about writing for the Web. It was tempting to scan the article, but I took the time to read it… well, most of it anyway.

The pull quote explains it well.

“Bad writing that has been ‘Webified’ can look great on screen and to search engines, but to human beings, it’s still just bad writing. Applying the new rules of Web writing to muddled thoughts is a bit like hiding dirty hands in clean gloves.”

I love that. It perfectly states the problem with many sites.

I avoid corporate words like synergy (secret code for “layoffs”), utilized (c’mon! “use” does just fine), and implement. I’ve yet to find a good substitute for “best practices.” I mean there’s nothing that better explains — “the best way of doing something.” [ Originally posted on InformIT ]

P.S. Happy birthday, Mom! (she’s gonna get me for this)

P.P.S. A word from our friendly sponsors…

Quickly Learn How to Be a Graphic Designer

A once complicated profession is now something you can do on a standard computer; even with no “artistic” ability.

Why do some sites use line-through for the a:visited style? A person who visits a page may want to go back to it. It’s not unusual. It is important to make it obvious when a visitor has visited a link because she may be looking for something and wants to check the links she has or has not visited. Using the line-through value makes it hard to read the link. In case you haven’t seen line-through, it’s much like strikeout; it puts a line in the middle of the text as opposed to beneath it like a regular underline.

For a while, it was in style to make the links the same color no matter what — even if it’s visited, hover, active or plain ol’ a:link. I did it on my site and quickly learned it impacts usability — in a bad way. So that feature didn’t last long and it’s not cool. While you’re surfing — pay attention to the links. You may not realize the importance of their colors until you think about it. It’s a subconscious thing.

Yesterday, I came across a site where its link color was lime green on a white background. That hurt to read. Contrast is also important when it comes to links. At one point, I used dark orange visited links on a regular orange background. Bad move as no one could read it without straining. So think about those links while you’re traveling the Web and see how much of a difference they make. [ Originally posted in InformIT ]

To all who celebrate, I wish you a happy and healthy Thanksgiving. It’s a special one for my family as 50 years ago today on Thanksgiving, my parents got wedding at a Fort Worth hotel. 1955 was a fabulous year as the Brooklyn Dodgers also won the World Series that year.

I’m blessed to have them as an example of what makes a marriage happy and successful. I’m also thankful they’re my parents as they’re largely responsibile for my getting where I am today.

The family is gathering in my parents’ home in Fort Worth as we have an open house for most of the day. Family members have come from New York, Boston, Washington, DC, Israel, and Austin to join us.

We had a blast last night at the anniversary party where we “Danced through the decades.” Mom wore a poodle skirt while Dad wore his pants rolled up, loafers, a white shirt and a Donald Duck sweater jacket (varsity jacket) — Dad is a Donald Duck fan. I’m sitting in my parents’ office writing this and am surrounded by Donald Duck collectibles that came from many of us family members.

Happy Thanksgiving, USA!

Over the weekend, I browsed a Web site that had a multi-parter article. I clicked on the Next button and nothing happened. First, I thought it was my sick mouse (it isn’t clicking well), but I looked closer and saw the cursor didn’t change from the arrow to the pointer. So I clicked on the “Go to next page” link and it worked. I naturally went for the button because it’s bigger and more noticeable.

I expected both items to be linked, not just one. It’s simple things like this that reduces a site’s “goodwill” as Steve Krug explains in Don’t Make Me Think. This little action makes the user mildly annoyed. The site has not lost the user yet… but it could if there’s another similar problem. Or it might be able to regain its goodwill by providing me with what I want or making it easy for me to do something. Watch out for those links… it’s one of those things can be easily avoided. [ Originally posted on InformIT ]

When I use someone else’s computer or sit at a different desk, I can immediately feel the difference and the benefits I’m getting from my ergonomics set up. As I mentioned, my mouse isn’t working well and it’s driving me nuts. I loaded the one that came with my computer and immediately unloaded it as my hand and arm went numb within seconds.

Went to the store and got the Microsoft Comfort Mouse 3000, Microsoft’s ergonomical mouse, and it was almost as bad as the one that came with the computer. Plus, its sides are plastic. I love the rubbery feel of the one I use and gives me a better grip. So I’m hoping the corded version is identical to the cordless one I have. If not, I guess I’ll order another wireless version and hope it works.

I also use a foot rest. It feels weird whenever I sit at a desk without one. In spit of the ribbing it’s gotten, I have an Aeron chair and have yet to find anything better. So it was money well spent (got a discount, of course).

Having an ergonomical set up does make a difference. I quickly learn this every time I use someone else’s computer.

Can’t tell you how many times I’ve captured great pictures of my kids only to get ruined because the pictures are faded or the lighting isn’t right. My digital camera is temperamental. If I turn off the flash (which I do most of the time), it’s almost impossible to get a clear picture unless the subject and I are completely still.

Found two articles on taking good pictures. The New York Institute of Photography confirms what I just said… turn off the flash! Even for taking pictures of breathtaking lights that adorn people’s homes. The article shows how a picture looks with and without flash and you’ll see how it makes a difference. Other valuable tips explain how to deal with digital ISO, digital noise, and limited dynamic range.

Adobe’s Digital Kids Club also offers tips on getting better holiday pictures. You don’t have to be a kid to benefit from these tips. Get tips on working with your subject, the background, and remembering to do close-ups of Gloria Swanson and your, Mr./Ms./Miss/Mrs. DeMille. Thank goodness for digital cameras. I can take hundreds of pictures without worrying about wasting film. All you waste are batteries and space on your flash card, but isn’t that what they’re for? For every hundred pictures, I get three good ones. Get snappin’! [ Links from LII ]

When we design Web sites, we often overlook the simplest things because we’re too wrapped up in the design. After working on Web sites for a while, some of us have slowly moved away from what we know is usable to adding or removing elements that may enhance the ‘look’ — and also break a site’s usability.

Steer back on track with the new edition of Krug’s highly referenced book. Novice, intermediate, expert. No matter where you are on the scale, the book provides value to everyone — even managers, testers and project managers. Management likes to get their hands a little dirty when it comes to Web design projects and sharing this book may make the team’s life easier.

Anyone involved with Web design or usability will recognize most, if not all, of the concepts covered in the book. What makes Don’t Make Me Think usable is that it’s a great checklist to ensure you’ve covered all the basics.

Krug provides many before and after examples to show how a few changes can enhance a Web site’s usability. The illustrations reinforce the concepts covered as well as how visitors use and read a Web site.

As for the differences between the first and second editions, the second addition has three new chapters while usability testing shrinks from two chapters to one and with good reason.

The testing chapter breaks down the testing process into digestible steps; complete with a script between the tester (user) and the person watching the tester. Too often, we’ve seen testing get mangled or ignored. With this chapter, teams might find themselves empowered and eager to do testing.

The chapter on “Usability as common courtesy” explores how a site can make or break the “reservoir of goodwill” as Krug puts it. We arrive at a Web site with some goodwill and depending on how well the site meets or misses our needs; the goodwill level goes up or down. It may only take one mistake to propel visitors to flee.

Another new and short chapter is “Accessibility, Cascading Style Sheets and you.” Krug captures what developers and designers hear when it comes to accessibility and addresses what they fear. He lists five things designers and developers can do make a site accessible without a lot of effort.

Finally, the book closes with “Help! My boss wants me to…” Krug has received plenty emails and questions on the topic to identify two questions that repeatedly come up. He provides email examples for free re-use, so no one has to explain it to the boss.

It only takes about two hours or a plane trip to read. The writing is conversational, clear and packs a punch with a dash of humor thrown in. Reading the book is not much different than reading fiction because it flows well and the information sinks in without much effort.

Title: Don’t Make Me Think : A Common Sense Approach to Web Usability (2nd Edition)
Author: Steve Krug
Publisher: New Riders
ISBN: 0321344758
Date: February 2005
Format: Paperback
Pages: 224
Cover Price: USD: $35.00 Amazon: $23.10

This one took a while to pull together because I found too many things. It’s probably because I’m easily in awe when it comes to geeky things and gadgets. I think the biggest thing I’d like to have is the JVC Everio GZ-MG70 2.12 MP 30 GB Microdrive Camcorder w/10x Optical Zoom. It comes with a built-in hard drive so it would make it easy and effortless to transfer it to the computer and burn to a CD. I could do it with my current camcorder, but I’d have to play the tape and capture it with another device. Too much time and set up.

I didn’t use my first couple of digital cameras very much because of the effort it took to get the photos to the computer. It was easy, but when you’re busy… you can’t get around to it. Now, I have a card reader and use that instead. I don’t wait weeks to get around to downloading the photos. Sometimes I even do it as soon as I get home with the camera.

On to the good stuff!
(more…)