It’s not that adults aren’t capable of paying attention. It’s simply that there are so many different factors continually vying for the mind’s spotlight that it’s difficult for anyone to pay attention to one thing for an extended period of time.
What are the key factors then to improve your email marketing to capture attention?
If you don’t easily believe that there is a world of information competing for your attention, consider the following statistics:
- Business people send and receive an average of 121 emails a day.
- The average adult is exposed to an average of 247 marketing messages a day.
- 28% of the average adult’s time a day is spent on social media where marketing messages are abundant.
These are just a few stats that represent how many messages the average adult has to process each day, and this is just in their work life.
What do short attention spans mean to your email marketing?
Even though people see an astronomical amount of marketing messages each day, you’ll be encouraged to know that email marketing is as strong as ever. In fact, the ROI for email marketing is about $38 per every $1 spent.
So how do you break through the noise and capture those vital 8 seconds of attention span? You may have to make some changes to business as usual when is comes to your email marketing.
3 ways to improve your email marketing to capture attention
1. Make your content easy to scan
No one has time to read a lengthy email with a long and flowery introduction and/or a thesis statement. Marketing writing is a whole new ball game, and here’s how you should approach it.
Your content should be a quick, to the point, and, most importantly, easy to scan. This means putting the most important information up front, outlining your content with numbers or bullet points so it is easy to scan, and keeping it as concise as possible. When it comes to email marketing content, less really is more.
2. Mobile-friendly is a must
Look around you right now. It’s probably safe to say that at least half of the people around you are using a mobile device. Mobile devices are gaining more and more traction each day as one of the most popular ways to consume information. 40% of online adults will sometimes begin an activity on one device and finish on another.
From 2010 to 2015, email opens on mobile devices increased by 30%. In addition, 67.2% of consumers use their smartphones to check email and 42.3% use their tablets to check email.
This means if your email content isn’t mobile-friendly, you could be missing out on reaching a huge portion of your target market.
Mobile-friendly emails aren’t a nice to have. They’re a must-have. People simply don’t have enough time or energy to take extra steps to try and consume your content if it’s not convenient. Take the extra time to make sure your content converts well on smartphones and tablets. It’s worth it.
3. Leverage the power of visual content
Did you know that humans process an image in just 13 milliseconds? In other words, the brain processes images 60,000 times faster than it does text.
If you’re able to leverage the power of visual storytelling by using powerful images in your email messages, you can get your message across in mere seconds.
Whenever you can communicate your message with a compelling image that’s complemented by short copy, do it. It can help you get your message across much faster than if you’re relying solely on text.
The most important thing to remember is that email marketing is an effective way to reach customers, but you have to give them what they want, when they want it in a format they can consume quickly and on the go. You can do this by adjusting your email marketing to make sure to:
- Make your content scannable
- Keep your content mobile-friendly
- Use visuals to your advantage
- Keep it short