The Short Attention Span Solution for Marketers (Hint: It’s Email) [Infographic]
Email marketing might be entering a mid-life crisis.
According to Entrepreneur, 2017
marks its 40th birthday, with 1978 cited as the year when
the first marketing email was delivered. The sender, the story
goes, was Gary Thuerk, an employee of Digital Equipment
Corporation — an infamous legend, of sorts, who’s referred to
by some as the “father of
Yet — somehow — it seems that email marketing is doing a
better job than a lot of other digital communication at
prolonging a viewer’s attention span.
The stereotypical “mid-life crisis” often involves change that
comes after years of overall evolution and improvement. And in
a way, email marketing isn’t so different. It’s gone through a
number of modifications to make it better, more user-friendly,
and less spammy since 1978. And now, Litmus
reports, the average time spent reading an email has increased
by nearly 7% since 2011.
But how is that possible, given our oft-cited dwindling
attention spans? As it
turns out, email marketing might be an exception to that rule
for a number of reasons, ranging from improved sending
platforms to more mobile-friendly consumption experiences to
generally better content.
Want the details? You’re in luck. Litmus breaks it down in this
the handy infographic below.