Newsletter Usability

Jakob Nielsen compared the usability of the Bush and Kerry Campaign newsletters with the Washington Post's "Weekly Campaign Report" in September 2004. His analysis showed that the Post easily outscored both campaigns when it came to the topic of usability. While campaign newsletters and a publication from a major daily paper are two different animals, there are some things the campaigns could have learned from The Post. Most disturbing to me was the Kerry and Bush campaigns scoring 33% on the users ability to differentiate their newsletter from junk mail. Now I don't know what that translates into for opening rates, but i know that by any yardstick, it is unacceptable. A campaign needs to communicate effectivly with voters and a campaign newsletter is one such medium. However, those receiving a campaign newsletter are most likely supporters. Now if a supporter is mistaking the newsletter for junk mail. . .god knows what the undecided voter thinks of it!!