People’s attention spans have reduced significantly over the past few years. A quick Google search has brought back this statement, which is apparently quoted quite often:
“The average American attention span in 2000 was 12 seconds; in 2013, it was eight seconds.”
Some examples also add that the average attention span of a goldfish is eight seconds, although it would appear that some defenders of goldfish challenge this commonly held belief…..
Anyway, let’s put goldfish to one side now and move on.
As it is now 2015, I guess it is safe to assume that the attention span figure is still around eight seconds. With such a small amount of time available, getting people to click rather than delete is absolutely crucial.
In a typical inbox, people see only three pieces of information when trying to decide whether to open your email.
“In the crowded consumer inbox, everything is at a premium—especially the recipient’s time.Consumers are doing a cost-benefit analysis on a minute-by-minute basis—even if they don’t know it”
I was actually thinking about writing a post on this very topic, with a working title along the lines of “factors determining email open rates” when I came across the MarketingProfs article during my research.