A recent study by MailerMailer found that overall consumers are opening fewer marketing emails. This shouldn’t come as a surprise to anyone, especially given the quantity of wanted and unwanted email that an individual user receives each day. But the truth is that we’re not going to stop sending it, we’ve just got to get smarter about what we send.
When you figure that an average email gets 5 seconds to catch the attention of the user before they delete it (a handy stat provided by the folks at Strategic Fusion when they are calculating time saved using SPAM filters), it becomes increasingly important to make the message easy to view and compelling to read. Beyond really compelling subject lines (a must have if you want anyone who doesn’t already know you to open your message), the next thing to consider is compelling and easy to view content.