What writers & others say
Links and other clickable elements make up nearly half of all “eye stops.”
— EyeTrack7, The Poynter Institute
“They don’t spend much time, and they don’t read full content. The dominant approach to newsletter content was to skim.”
— Kim Flaherty, Amy Schade, and Jakob Nielsen, Nielsen Norman Group
“In information-foraging terms, blocks of text
are analogous to the hard shell of a tortoise. Many predators will let the sluggish critter go because it’s simply not worth their time and effort to break open the shell to get at the meat. Similarly, [readers] often think that digging through dense type takes more time than it’s worth.”
— Jakob Nielsen, “king of usability”
“Scannability is important for websites as well, but it’s about 50% more important for newsletters.”
— Jakob Nielsen, principal, the Nielsen Norman Group
How can you reach nonreaders with email?
Just 24% of email recipients fully read email newsletters on mobile devices. The rest skim — or just glance at — their messages.
So how do you get the word out to flippers and skimmers via email?
Find out at Think Inside the Inbox — our email-writing workshop that begins on Oct. 17.
You’ll learn how to get the word out to email recipients with our simple test, boost readership by choosing the right template for your email newsletter, and avoid getting your headline cut off on mobile email apps.
Plus: Find out how to write links that boost your click-through rate on mobile, where email recipients click on 40% fewer links.
Save up to $100 with our group discounts.
