Scanning Text, Skipping Intro

Jacob Nielsen released his latest email newsletter usability study, Email Newsletter: Surviving InBox Congestion. Here are some of the findings from the email newsletter usability study.

• Average time allocated to an email newsletter after opening it was only 51 seconds.
• Participants in the usability study fully read only 19% of email newsletters.
• 35% of the participants only skimmed a small part of the email newsletter or glanced at the content.
• 67% of participants had zero fixation within the email mewsletter introduction.

eINFO - a collection of articles and studies about email marketing.