In an article based on research done by emaillabs, MarketingSherpa reports that on average, readers spend between 15-20 seconds reading email they chose to open.
The article also reports, readers span about 50 words, fewer if there are graphics to view.
It appears to me, the online consumer is becoming more sophisticated in their online behavior. This information indicates to me that online consumers are no longer tolerant of long-winded, fluffy email sales letters or sales letters disguised as newsletters.
I believe the online consumer is becoming much more discriminating concerning what they open and read in their email boxes. Remember, online consumers, on average are seeking information when they are online and they dont like blatant selling.
One can assume, with some safety that when a consumer opens email they are doing so with some level of expectation; they have a goal and a motive for going online. Everything that is incongruent with the consumers goal and motive is probably going to get filtered and deleted.
Email is used by consumers primarily to communicate. Its secondary purpose is to receive news, product information, ezine information, etc. Many people like the convenience of ordering competing product information and reviewing it via email delivery.
Thus, you should ask yourself, Is what Im sending my email list going to fit into their reason for being on line and subscribing to my offering Consumers arent going to read your ezine if its a low budget incognito sales offering if they subscribed to and are expecting an information rich, article based offering.
In application, this means that your email offerings should be tightly focused and obvious in content. Online consumers dont like cutesy or vague, it wastes their time.
You should also make sure youre sending emails that are congruent with your recipients expectations. For example, I advertise my ezine as the most value-laden ezine on the net, which means when people subscribe to it they are expecting valuable content, that is relevant. If I send them a bunch of fluffed up sales letters theres going to be a lot of unsubscribing.
Third, you should get rid of your graphics with the possible exception of your brand impacting logo. You want recipients to be reading your content not wasting their 20 seconds of scan time on graphics they may consider irrelevant, although there are some exceptions to this suggestion.
The final suggestion is to add an audio component to your ezine when you are able. Research suggests that people learn primarily through hearing with the visuals as supporting aspects in the learning process. Thus, with an audio component you can tell your recipient whats important in your offering and why. Perhaps, youll run down the table of contents or narrate highlights from your primary article. All of this can be done within about 20 seconds and research also indicates that listeners tend to retain audio information if it is spoken abit faster than normal.
In summary, understand who is receiving your emails and why they are receiving them. The information needs to be congruent with their expectations if its to be opened and have impact.
Remember, online consumers are becoming very discriminating in their evaluation of content as well as being very pressed for time. Theyll delete in a moments notice if they believe reading your offering is not worth 20 seconds of their time.
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Darrin F. Coe holds a masters degree in professional psychology specializing in consumer thinking. He operates Consumer Thinking.com at You can subscribe to The Darrin Coe Ezine at
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The neurophysiological dynamics of understanding each emailmessage are very complex. From that complexity, three basicphases float to the top that you will want to becomefamiliar with. I like to label these: (1) the associationphase, (2) the connection phase, and (3) the reaction phase.Let us look at each of these, and how the writer and readercan assume a more active role.
In the Association Phase, the senders words are read andconverted to an image in the readers mind, optimally thesame image the writer held in his mind. Sometimes, thewriters words lack enough information and the recipientcannot grasp the image. The word count has nothing to dowith the creation of an image. I have read long emails thatdance around any possibility of creating an image even ifthe recipient could read between the lines.
The first question I ask myself when receiving an email is:Is what they are saying giving me enough information so Ican form a clear image If not, I ask, Am I in an openspace at the moment to translate this image Sometimes,when pressed for time or theres too many thoughts swirlingin my head, the space isnt available. If not in the rightspace, I move the email to a to be read later subfolder,and schedule a follow-up time to reread.
Later, after returning, and in a good space to reread, andthe image is still not appearing, I send a reply email tothe sender asking for clarity. My language usually goessomething like this: Thank you for your email. I have readit several times and cant seem to form a clear image ofwhat you are asking. Could you please ask again in adifferent way so that I can give it my full attention andrespect it deserves
If the email covers several subjects that were confusinglyintermixed, I will also include some additional languagelike this: When I write emails with various topics, I findit beneficial to create separate topic titles that focus onwhat comes next. Could you possible do this to add to theclarity
It is the senders responsibility to convert their imageinto words. The right words that the reader can transformback into the same image given. Dont take on the writersresponsibility, or make assumptions, it only leads tomiscommunication. If you do, the image they form of youwill be off kilter and negative.
The Connection Phase. When writing your response, you willwant to make sure the reader receives a clear image of whatyou are sending as well.
This means that your words need to match the return imageyou want to convey. If the topic is about apples, you donot want to add an orange in the middle of the apple image.Match apples to apples first because that was responding tothe original image.
If you need to add an orange for topic support, place theinformation after the apple discussion in order not todistort the original image. This lets the receiver digestthe apple and then tells them that another image is about tocome. Their mind will prepare the space for the new image.When offering the orange, tell them the purpose of theorange and why you are adding the image. This way thereader knows to open a new file.
Another question I like to ask myself, after writing andbefore sending, one you might like to use, Will the readerbe able to file the image Im sending in the same folderthey began with
Our brains file information just as if we were droppingfiles in a filing cabinet manner.
Instead of just telling the reader, show the reader theimage, and what folder to tuck their image in. The readeris expecting this answer. If they dont receive it, theywonder what to do with the image, it doesnt match any filein their cabinet. This splits their focus, slows down theirconnection, or can even halt the connection in toto.
I am sure you have your own favorite topic transitionphrases; here are seven of my own. When you give thesetransition phrases a line of their own, the receivers brainacts quickly to note an orange is coming.
1. Let me guess what you might be thinking.2. As odd (unusual) as it may seem...3. I am not at all surprised.4. Theres a story that goes with this, and I will get tothis in the next paragraph.5. Let me see if I can make this a little easier.6. Its hard to believe, but...7. In other words,...
The Reaction Phase. Writing an email response is not thesame as speaking to that person. You dont have theimmediate feedback from their body language, their silence,or huh when it isnt clear. Connecting via email with itstime lapse also causes difficulty. You experience the samething when you call, leaving a voice mail, and the partyreturns your call days later. If you dont state in thevoice mail what you are calling about, or the person doesntrestate the purpose when they call back, your mind takesmoments looking for the appropriate filing cabinet and file.Sometimes I receive a response back several weeks later andthe original email I wrote isnt included. Then I must stopthink or even hunt for the original email. A very timeconsuming process.
I find it best to begin a returning response with a this iswhere we left off paragraph. Dont assume the reader stillholds the previous image in their mind. They dont. Manyimages came and went during that space and the previousemail sits in their in box, file folder, or cabinet or worsedismissed due to lack of connection, in order to continuetheir processes.
It is important to reread the email before hitting send.Not just for grammar or spelling but to see that you conveythe right image. It is the time to ask, Did I convey theappropriate image with a file folder connection If yes,hit send.
(c) Copyright 2005, Catherine Franz. All rights reserved.
Catherine Franz, a eight-year Certified Professional Coach,Graduate of Coach University, Mastery University, editor ofthree ezines, columnist, author of thousands of articleswebsite: blog: