Email marketers know how difficult it is to not only get the attention of readers, but also keep it. You’d probably assume this task is only becoming more difficult, especially since reaching customers’ inboxes in the first place can be extremely difficult without using an email verification service. As mobile technology has overwhelmed us with distractions, it makes sense to assume that the average person’s attention span is decreasing, instead of increasing.
This may be the case in some situations, but when it comes to reading emails, it appears as though the average person is actually spending more time focusing on content, not less. Research conducted by Litmus Emails Analytics indicates that, between 2011 and 2016, the average amount of time people spend reading individual emails rose by nearly 7%. For mobile users specifically, it rose by about 16% on average.
The factors behind the trend
This may sound surprising at first. However, there are a few reasons it actually makes sense. First of all, the trend of sending longform content to readers has grown in popularity in recent years. The average person is apparently content to read a longer email if it contains valuable information. On top of that, mobile email clients are much more reliable and efficient now than they once were.
That said, the average amount of time a person spends reading an email is still fairly low, at 11.1 seconds. That’s why it’s still important to optimize your email marketing strategy for mobile devices. There are several ways to do this.
Optimize email for mobile
First, while technological improvements have made it easier for mobile email clients to render images and other dynamic content, the shift towards consuming emails on mobile devices has placed some limitations on how content should be organized. Large blocks of text don’t look ideal on mobile. You should break up your content with headers, lists, and bullet points.
It’s also more important than ever to craft the best possible subject line. As always, your subject line should accurately reflect the content of the email.
On top of that, whenever possible, you should frontload the keywords so that they show up earlier in the text. Mobile phones often display only a small portion of your entire subject line.
For the best results, design some email templates and test them on various mobile clients and devices before sending them out. Load times should remain low, and the content itself should look as impressive on a mobile device as it does on a desktop.
Luckily, due to an apparent increase in reader attention span, you can also take this opportunity to start experimenting with longform content. As more of your clients display their willingness to read longer emails, you’ll be able to share much more genuinely valuable content. That’s the key to keeping your readers interested and engaged in the long run.