51 seconds…

…is the average time a person spends reading a email newsletter. That’s not much to work with.

What’s also challenging is that readers only fully read 19% of the newsletters they subscribe to, the rest they lightly scan. In fact 35% of the time users only scan a small section or merely glance at the content.

Another statistical bullet fired at the humble e-newsletter is 67% skipped the intro text even if it was only three lines long.

An interesting habit of ‘trading off’ newsletters against one another has also been found to be common, if a better newsletter comes along, then another one will be shown the door.

Facinating findings only made possible by controlled ‘eye-tracking’ studies.