51 seconds

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Shellie Argeanton
That’s the average time you get to impress your newsletter readers.  (On a positive note – this is longer than you have to impress them on your homepage.)

So, before you send out that eblast to your lovely and devoted customers, think about the power you are placing on the submit button.  First and foremost, you are adding to your customer’s already jam packed inbox.  Secondly, you are creating and building a very important bond between your customer and your brand.

You really don’t want to mess this up.

For goodness sake, make sure you don’t have any bugs – test it first. Usability is a huge concern for e-newsletters that many companies don’t consider.  In tests done by Nielsen Norman Group “newsletters lost 19% of potential subscribers due to usability difficulties in their subscription processes and designs.”  You cannot afford to lose those users.

On the average web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.  Please limit your text because even though you want people to read your website like it’s the most interesting/engaging piece of writing they’ve ever encountered – it’s just not going to happen.  Positive aspects of this limitation: less work for you!

Here is a perfect example – this blog.   Everyone that came here today (outside of the 2% of people who have loads of time on their hands and happen to be kind of interested) will have skipped all the “fluffy” things that I wrote and probably just clicked on one of those two links above.  Seriously, that is the typical user.

If you want to generate revenue – keep copy relevant, sell your product with key messaging, and cut out the filler.  😉

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