Email Marketing News
Email marketers 'need to capture short attention spans'
Tuesday, 23 September 2008Those involved in email marketing need to refine their strategies to ensure they stand a good chance of attracting the notoriously short attention spans of web users.
This is according to Lyris chief marketing officer Blaine Mathieu, who wrote in a column for Adotas that it is believed it only takes between two to five seconds for a recipient to take action after opening a message.
In order to make the most of this slice of attention, marketers should ensure that all email content is actionable, he explained, advising the use of clickable headlines and sub-headings and text that is designed for scanning.
Placing a call to action at the end of the message can also help, Mr Mathieu stated, commenting: "If you've tightened your copy as outlined above, the reader probably has made it to the end.
"Emphasise your point by suggesting that your message is so important that action needs to be taken now."
Andrew Robinson of Lyris recently advised businesses to make the most of analytics to avoid implementing below-par "hit and hope" email marketing campaigns.