Email Attention Spans Increasing #infographic

 

Email Attention Spans Increasing #infographic

Cell phones, Twitter, texting, video games, and other digital age trappings have been blamed for shortening our attention spans to less than that of goldfish. Maybe you are tempted to throw your email in the bucket ... You'd be wrong, though. Centered on an assay of billions of emails using Litmus Email Analytics.

For shortening our attention spans to less than that of goldfish, mobile phones, Twitter, texting, video games, and other modern age trappings have been blamed. You might be tempted to throw your email in the bucket ... but you'd be wrong. Based on an analysis using Litmus Email Analytics of billions of emails ...

Between 2011 and 2016, the average time spent reading an email rose by close to 7 percent to 11.1 seconds. [Please tweet this]

Honestly, this shocked us more than a bit. We planned to find that there was a shrinkage of email attention spans. Instead, from 38.4 percent in 2011, we found that the percentage of emails read for more than 18 seconds rose to 44.4 percent in 2016.

We also expected to find that the culprit behind declining email attention spans was mobile email reading. The hypothesis was entirely incorrect, as during those six years, the average amount of time smartphone users spent reading an email increased nearly 16 percent.

Historically, it was not generally a positive thing for longer engagement with mobile emails. This is because mobile email consumers have not always done well with emails and brands have not always sent mobile-friendly emails.

Mobile email users, however, have greatly improved and brands have made tremendous strides in making their emails mobile-friendly, to the extent that the dominant email design approach is now sensitive. On top of that, smartphone screen sizes have increased dramatically, making it even simpler to read emails. Thus, the time spent on mobile emails has risen during a period when the user experience of the email client and the subscriber experience have both improved dramatically.

The gains have been fairly consistent in email engagement times. From 2011 to 2016 , the total amount of time that smartphone users spent reading an email increased every single year. And these increases did not seem to be influenced by seasonality, either.

Email Attention Spans Increasing #infographic

infographic by: www.litmus.com

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