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E-mail design pays off
Date:4/4/2008

m" The Heidelberg researchers found no specific recommendations in relevant literature and thus decided to scientifically investigate this issue on their own.

At an interval of six months, an e-mail on new functions of the electronic pharmaceutical advisory, namely, a warning on interaction between pharmaceuticals and an excipient for the selection of medication during pregnancy was sent to all of the approximately 6,500 addresses of the Heidelberg University Hospital. We sent the e-mails in five formats with identical contents. Forty percent of the users received them in pure text format (Times New Roman or Courier, pictures 4 and 2), twenty percent in Arial shadow (picture 3), and twenty percent each as a graphic design or animated e-mail (pictures 5 and 1), each with a click button, reports Jens Kaltschmidt, software specialist in the Department of Internal Medicine VI.

Suitable fonts increase legibility and attractiveness

After the two postings, a total of 21.1 and 23.5 percent of the recipients opened the link a comparably high percentage, as is known from other studies. Graphically designed e-mails were clearly more successful than simple text e-mails; they were opened by a maximum of 32 percent of users, the animated ones less often than the static graphic e-mails. In particular, legibility and attractive design are rewarded, says Jens Kaltschmidt. A simple trick can be very effective switching from a rather old-fashioned font such as Courier to Times moved 73 percent more users to access the information in the link.


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Contact: Dr. Annette Tuffs
annette.tuffs@med.uni-heidelberg.de
49-622-156-4536
University Hospital Heidelberg
Source:Eurekalert

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