You know that e-newsletter you and your colleagues slaved over for hours, writing, designing, broadcasting, and tracking?
Well, I'm sorry to say the average reader will scan it for less than a minute. Fifty-one seconds to be exact, according to the "Email Newsletter Usability" study from the Nielsen Norman Group.
The same study shows only 19 percent of people read an entire e-newsletter.
While this study was issued in 2006, the word clearly hasn't gotten out to B2B (define) marketers yet. My inbox is full of lengthy, multi-article e-newsletters that would take hours to read -- if anyone actually did read them!
Now that you know you have only 51 seconds to engage a reader, how should you reinvent your e-newsletter?
It Starts With the Subject Line
E-newsletter subject lines are tricky. You want your reader to know they're getting the e-newsletter they subscribed to. That means you must put the publication title in the subject line.
You also want to entice the reader to open the e-newsletter, so you must give yourself room to highlight what's new and exciting inside.
The best way to accomplish all this in a mere 45 characters is to rename your publication something short. When you think about it, the most iconic names in print magazines are brief: "Life," "Time," "People," "Self," even "O." So make yours short and snappy.
Then, put the name of the publication in brackets. For example: "[Publication] Recession-Proof Your Copy."
Put Everything Important in the Initial Screen
Quick: how do you use the remaining seconds of readers' short attention spans to catch their attention and build instant rapport and credibility?
Here are some ways to maximize the moment:
Also remember that busy executives don't read, they scan. Keep paragraphs short and use lots of subheads, callouts, and bullets.
Finally, and most important, think about what message you want readers to take away from their 51 seconds with your e-newsletter. If you start with the end goal in mind, you'll make things a lot easier on your reader, and on yourself, since it will limit the extraneous content you have to write.
E-newsletter experts -- particularly those of you who write and design corporate e-newsletters -- please share your best techniques and samples with Karen for future columns.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.