It’s Your Choice
As you crank up for the year-end email blitz (not to mention whatever you’re doing for #GivingTuesday) you might want to bear this in mind:
- You have less than 3 seconds to capture a reader’s attention;
- Those 3 seconds translate into just 12 words to motivate the consumer to read more before the message is deleted.
Those startling stats are according to a new study by email marketing company Moveable Ink as reported in Friday’s Mediapost.com.
The findings are based on Moveable Ink’s analysis of 1.3 billion emails in the third quarter of 2015. The lengths of the average read vary by device (desktops get the most; android phone users the least), but overall the average was less than 3 seconds.
Clearly, the ever declining reading time for emails means it’s more important than ever to construct emails for readability — and motivating reader engagement begins with the Subject line.
Picking the right words is key, according to the study. “If the average adult reads 250-300 words per minute, that means email marketers have about a dozen words at their disposal to incite a consumer to continue reading before their message is deleted in three seconds.”
What words in a Subject line best boost engagement?
According to research by Experian Marketing Services the magic word is CHOICE. Using ‘choice’ or ‘choose’ gives consumers a sense of empowerment according to Experian.
This Subject line insight matches what we know about the effective and donor-empowering nature of providing ‘choice’ when it comes to improving off-line fundraising. More about why choice is good for fundraising later.
For now, pick your 12 words and prepare for the year-end email blitz.
What’s your choice?
Roger
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