{"id":3101,"date":"2019-05-13T18:54:40","date_gmt":"2019-05-13T23:54:40","guid":{"rendered":"\/\/campaignmonstg.wpengine.com?p=3101"},"modified":"2022-07-12T14:08:46","modified_gmt":"2022-07-12T19:08:46","slug":"email-marketing-in-the-era-of-8-second-attention-spans","status":"publish","type":"post","link":"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-marketing-in-the-era-of-8-second-attention-spans\/","title":{"rendered":"Email Marketing in the Era of 8-Second Attention Spans"},"content":{"rendered":"<p><em>This post has been updated as of May 2019<\/em><\/p>\n<p><span class=\"lead\">Did you know that the attention span of the average adult is less than a goldfish? That means adults typically pay attention to one task for about <a href=\"https:\/\/www.statisticbrain.com\/attention-span-statistics\/\">eight seconds<\/a>.<\/span><\/p>\n<p>It\u2019s not that adults aren\u2019t capable of paying attention. It\u2019s simply that there are so many different factors continually vying for the mind\u2019s spotlight that it\u2019s difficult for anyone to pay attention to one thing for an extended period of time.<\/p>\n<p>If you don\u2019t easily believe that there\u2019s a world of information competing for your attention, consider the following statistics:<\/p>\n<ul>\n<li>Businesspeople send and receive an average of <a href=\"https:\/\/www.radicati.com\/wp\/wp-content\/uploads\/2014\/01\/Email-Statistics-Report-2014-2018-Executive-Summary.pdf\">121 emails a day<\/a>.<\/li>\n<li>The average adult is exposed to an average of <a href=\"https:\/\/www.fluiddrivemedia.com\/marketing-messages\/\">247 marketing messages <\/a>a day.<\/li>\n<li><a href=\"http:\/\/www.adweek.com\/digital\/time-spent-online\/\">Twenty-eight percent of the average adult\u2019s<\/a> time a day is spent on social media, where marketing messages are abundant.<\/li>\n<\/ul>\n<p>These are just a few stats that represent how many messages the average adult has to process each day, and this is just in their work life.<\/p>\n<div id=\"lightbox-inline-form-045ad8a5-c87b-4e51-8532-faf939b56d58\"><\/div>\n<h2>What do short attention spans mean to your email marketing?<\/h2>\n<p>Even though people see an astronomical amount of marketing messages each day, you\u2019ll be encouraged to know that email marketing is as strong as ever. In fact, the ROI for email marketing is about\u00a0<a href=\"\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">$38 per every $1 spent<\/a>.<\/p>\n<p>So how do you break through the noise and capture those vital eight seconds of attention span? You may have to make some changes to business as usual when it comes to your email marketing.<\/p>\n<h2>3 ways to improve your email marketing to capture attention<\/h2>\n<h3>Make your content easy to scan<\/h3>\n<p>No one has time to read <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-length-best-practices-for-email-marketers-and-email-newbies\/\">a lengthy email<\/a> with a long and flowery introduction and\/or a thesis statement. Marketing writing is a whole new ball game, and here\u2019s how you should approach it.<\/p>\n<p>Your content should be quick, to the point, and, most importantly, easy to scan. This means putting the most important information up front, outlining your content with numbers or bullet points so it\u2019s easy to scan, and keeping it as concise as possible. When it comes to email marketing content, less really is more.<\/p>\n<p>As an example, Rolling Stone gets it right by providing quickly scannable content in their email newsletter.<\/p>\n<p><a href=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3103\" src=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone.jpg\" alt=\"Rolling Stone Magazine email campaign \" width=\"547\" height=\"950\" srcset=\"https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone.jpg 547w, https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone-173x300.jpg 173w\" sizes=\"auto, (max-width: 547px) 100vw, 547px\" \/><\/a><\/p>\n<p>Within a few seconds, you know exactly what the hot new topics are at Rolling Stone. Additionally, Rolling Stone provides linked content so readers can click and read more in-depth content as desired.<\/p>\n<p>It\u2019s important to note that Rolling Stone\u2019s email newsletter is not short, concise, and scannable\u00a0because they don\u2019t have a lot to say. In fact, Rolling Stone has a whole magazine worth of information they present each month. Their email newsletter is short and concise\u00a0because they understand that subscribers only have a few seconds of attention to process their message.<\/p>\n<p>When they present their content in a quick, condensed, and scannable way, it\u2019s easier to draw in the people who are ready to read more.<\/p>\n<p>When it comes to email marketing in the era of the eight-second attention span, the first rule of thumb is to present scannable content.<\/p>\n<h3>Mobile-friendly is a must<\/h3>\n<p>Mobile devices are gaining more and more traction each day as one of the most popular ways to consume information. Forty percent of online adults will sometimes begin an activity on one device and <a href=\"\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">finish on another.<\/a><\/p>\n<p><a href=\"https:\/\/twitter.com\/intent\/tweet?text=From+2010+to+2015%2C+email+opens+on+mobile+devices+increased+by+30%25.+&amp;via=CampaignMonitor&amp;related=CampaignMonitor&amp;url=\/\/www.campaignmonitor.com\/blog\/email-marketing\/email-marketing-in-the-era-of-8-second-attention-spans\/\">From 2010 to 2015, email opens on mobile devices increased by 30%. <\/a>In addition,\u00a0<a href=\"https:\/\/www.emailmonday.com\/mobile-email-usage-statistics\/\">67.2% of consumers<\/a> use their smartphones to check email and 42.3% use their tablets to check email.<\/p>\n<p>This means if your <a href=\"\/\/www.campaignmonitor.com\/blog\/email-marketing\/mobile-friendly-email-tips\/\">email content isn\u2019t mobile-friendly,<\/a> you could be missing out on reaching a huge portion of your target market.<\/p>\n<p>Thankfully, this is something Campaign Monitor can helps you with. Our pre-designed email templates are mobile-optimized, so, no matter which type of device your subscribers use to view it, your email will look great.<\/p>\n<p>Here\u2019s a quick example of the same content from Rolling Stone\u2019s email newsletter, but on a mobile device.<\/p>\n<p><a href=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone_mobile.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3104\" src=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone_mobile.png\" alt=\"Rolling Stone Magazine email campaign\" width=\"309\" height=\"576\" srcset=\"https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone_mobile.png 309w, https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/rollingstone_mobile-161x300.png 161w\" sizes=\"auto, (max-width: 309px) 100vw, 309px\" \/><\/a><\/p>\n<p>The same content loads perfectly and fits within the screen of any mobile device their subscribers may be using to view their content.<\/p>\n<p>Mobile-friendly emails <a href=\"\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-new-rules\/\">aren\u2019t just nice to have<\/a>. They\u2019re a must-have. People simply don\u2019t have enough time or energy to take extra steps to try and consume your content if it\u2019s not convenient. Take the extra time to make sure your content converts well on smartphones and tablets. It\u2019s worth it.<\/p>\n<h3>Leverage the power of visual content<\/h3>\n<p>Did you know that humans process an image in just <a href=\"https:\/\/www.dailymail.co.uk\/sciencetech\/article-2542583\/Scientists-record-fastest-time-human-image-takes-just-13-milliseconds.html\">13 milliseconds<\/a>? In other words, the brain processes images <a href=\"https:\/\/www.billiondollargraphics.com\/infographics.html\">60,000 times <\/a>faster than it does text.<\/p>\n<p>If you\u2019re able to leverage the power of visual storytelling by using powerful images in your email messages, you can get your message across in mere seconds.<\/p>\n<p>Take Pizza Hut, for example. In the following <a href=\"\/\/www.campaignmonitor.com\/best-email-marketing-campaigns\/marketing-offers\/pizza-hut\/\">email campaign<\/a>, they\u2019re essentially saying you can get a steal on a weekend pizza deal that includes three different types of dippers, and it\u2019ll be delivered right to your home in no time at all.<\/p>\n<p>And all you have to do to order is click the green button on the email. However, they effectively communicate that idea not with sentences of copy, but with an engaging image and minimal copy:<\/p>\n<p><a href=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/pizzahut.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3102\" src=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/pizzahut.jpg\" alt=\"pizza hut email campaign example\" width=\"547\" height=\"950\" srcset=\"https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/pizzahut.jpg 547w, https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/pizzahut-173x300.jpg 173w\" sizes=\"auto, (max-width: 547px) 100vw, 547px\" \/><\/a><\/p>\n<p>Whenever you can communicate your message with a compelling image that\u2019s complemented by short copy, do it. It can help you get your message across much faster than if you\u2019re relying solely on text.<\/p>\n<h2>How does the curiosity gap affect a short attention span?<\/h2>\n<p>In an era where the average person could have a low attention span and be easily distracted (and you have roughly eight seconds to keep them engaged), how do you master the fine art of keeping people interested in your content?<\/p>\n<p>The average attention span could vary. Do you segment your list and try to find the average attention span by age, tailoring each piece of content accordingly? A much easier way to master email marketing and overcome the problem of a short attention span in your viewer is to understand the curiosity gap.<\/p>\n<p><a href=\"https:\/\/copyhackers.com\/2014\/04\/curiosity-gap\/\">The curiosity gap<\/a> could be defined as the space between what a person knows and what they want (or need) to know. Your job as a content creator is to fill this gap, but not too quickly. You want to keep your viewer engaged, but not to the point you create discomfort.<\/p>\n<p>Let\u2019s look at some examples of how the curiosity gap is used in content and why it works.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-43183 alignnone\" src=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans.png\" alt=\"Search Engine Journal clickbait title example - how to email people with an 8 second attention span\" width=\"758\" height=\"381\" srcset=\"https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans.png 758w, https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans-300x151.png 300w\" sizes=\"auto, (max-width: 758px) 100vw, 758px\" \/><\/p>\n<p>Source: <a href=\"https:\/\/www.searchenginejournal.com\/\">Search Engine Journal<\/a><\/p>\n<p>This headline offers a double attempt at the gap. Users who know about the topic of SEO may be inclined to read to see the list, especially the fifth entry. Even those who may be put off by the style of the title may be curious about what the influencer did afterwards.<\/p>\n<p>The idea behind the curiosity gap is that it taps into some knowledge a person already has. This could be previous insight, or even enough knowledge of the subject to make predictions. The thought of what could be waiting on the other side of that link is sometimes too good to move past.<\/p>\n<p>What about the fear of \u201cclickbait?\u201d Clickbait is a term that\u2019s often used incorrectly. There\u2019s nothing wrong with building anticipation with a headline. That\u2019s just good copywriting, in general. As long as the content delivers what the headline promised, you don\u2019t need to worry about it.<\/p>\n<p>Let\u2019s move on to another example. This one gives away a little more in the headline, so it already tells you something from the beginning. However, this adds to the curiosity of the payoff.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-43184 alignnone\" src=\"\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans-2.png\" alt=\"Upworthy Facebook example - Eight-second attention span marketing tactics\" width=\"426\" height=\"591\" srcset=\"https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans-2.png 426w, https:\/\/www.campaignmonitor.com\/wp-content\/uploads\/2015\/09\/Email-Marketing-in-the-Era-of-8-Second-Attention-Spans-2-216x300.png 216w\" sizes=\"auto, (max-width: 426px) 100vw, 426px\" \/><\/p>\n<p>Source: <a href=\"https:\/\/www.upworthy.com\/\">Upworthy<\/a><\/p>\n<p>This is a classic setup, in a good sense of the term. It\u2019s like a joke, a riddle, or a puzzle. The first part is given to the listener to get them thinking and speculating, making the payoff richer and helping them feel more connected to the content.<\/p>\n<p>If you\u2019re a marketer in an era where eight seconds may be all you have to hook your reader, this could be a good idea to try. You\u2019re more likely to get people interested using content that sets them up for a payoff. Even a short attention span may not be able to resist clicking through and seeing the answer.<\/p>\n<p>There\u2019s always the question about how often you should use the curiosity gap. In some cases, it isn\u2019t the best idea. For example, good SEO articles optimized for Google and other big search engines usually tell you all you need to know in the headline. Mix those in with your curiosity marketing for best results.<\/p>\n<h2>Wrap up<\/h2>\n<p>The most important thing to remember is that email marketing is an effective way to reach customers, but you have to give them what they want, when they want it, and in a format they can consume quickly and on the go. You can do this by adjusting your email marketing to ensure that:<\/p>\n<ul>\n<li>Your content is scannable<\/li>\n<li>Your content is mobile-friendly<\/li>\n<li>You use visuals to your advantage<\/li>\n<li>You keep it short<\/li>\n<\/ul>\n<p>For more information, grab this guide to <a href=\"\/\/www.campaignmonitor.com\/resources\/guides\/email-design\/\">designing high-performing email campaigns<\/a>.<\/p>\n<p><em>This post was originally published in September 2015<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you break through the noise and capture the typical adult&#8217;s 8 seconds of&#8230;<\/p>\n","protected":false},"author":999,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-3101","post","type-post","status-publish","format-standard","hentry","category-email-marketing","resourcetopics-best-practices","resourcetopics-email-marketing","resourcetopics-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing in the Era of 8-Second Attention Spans | Campaign Monitor<\/title>\n<meta name=\"description\" content=\"Did you know that the attention span of the average adult is less than a goldfish? 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