Designing Emails for Short Attention Spans

Technology has ruined our attention spans. Everyone can see how it’s affecting us. And even our memories are becoming worse as we rely more and more on Google to provide us with useless information like that man who was in that film that time.

It’s exactly the same with email marketing. Humans are busy creatures – there’s always something to do. We also need instant gratification. We are looking for something that saves us time, saves us money, makes us smarter or entertains us.

If your email marketing message cannot do one (or more) of those four things, and do it quickly, chances are your content will not get read/clicked/shared/acted upon.

So how do you design an email that catches attention? Here are four ways:

1. Create a compelling subject line

It’s always tricky to create an interesting and compelling subject line, in fact we’ve written about creating the perfect subject line. Give your subject line a try, and if you aren’t seeing results then segment your list and try again.

2. Test various from names

We’ve written about this too. Whilst you need to build loyalty and brand trust with your ‘From’ name, if it’s not working, something has to change.

3. Keep your content short and snappy

Long emails that are full of text are boring, and the majority of your recipients probably won’t make it to the bottom of the email without bouncing off. Keep your content straight to the point, whilst giving enough information to encourage that call to action.

4. Provide something of value.

This is sometimes a stumbling block as it’s not easy to define value. It could be different for each person; it could be saving time, money or making them smarter. And this is why email marketing is so fab – just test what works and what doesn’t.

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If I’ve kept your attention so far (thank you), please take a moment to share your thoughts in the comments below.

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