Web writing

Just 19% of email newsletters get read thoroughly

Your email recipients aren’t reading your message. They’re scanning your emails.

Indeed, according to the Nielsen Norman Group’s latest eye-tracking study, email recipients:

• Skimmed 69% of the e-zines they received
• Thoroughly read just 19% of e-zines
• Read the majority of the content of 6%
• Glanced at but did not read at all 6%

So here’s the reading technique for emails: Recipients scan pieces of information quickly, speed reading to find specific information.… Read the full article