We live in a world of options. We have more choices than ever for where to eat, what to watch, how to get around, where to get our news from. At one point, merely existing as a company was enough to get customers. Just being in front of people was enough to make sales. But that’s not the case anymore.
To help us make a decision in this over-saturated world, we’re exposed to an estimated 5,000 advertising and marketing messages a day — including an inbox full of emails. More than 269 billion emails are sent in a day, and most office workers receive around 121 of these in their own inboxes.
As the number of messages we’re hit with daily continues to increase, the time we devote to these messages steadily declines. In 2015, the average attention span was only 8.5 seconds. That’s all the time brands have to make an impression — good or bad. But if you understand the history and power of the channel and follow a few simple rules, you can cut through the noise and be sure your email is the one that gets read.