Ours is the age high tech information. However, this has plenty people fearing for the future of humanity. As of 2013, today’s average attention span has shrunk down to eight seconds. You can already hear it now. “Nobody reads anymore.” “Kids don’t appreciate fine attention to detail.” “Technology makes us dumb.”
This may sound sagely at first but you shouldn’t adopt this sort of thinking for your email marketing campaign. Why? It’s because it’s an excuse. This makes it easy to shift the blame of bad marketing to something you think is beyond your control.
Yet, by thinking this way you are making prospects and customers the real victim.
Expecting instant results and instant gratification in your email campaign may not be the way to go. That doesn’t make it right to go the opposite extreme. Below are just some of the horrible habits that sprout when you demand a customer develop a habit of slowing down:
- You deliberately ignore good timing – Checking your email frequently may seem like a bad idea for productivity. But for email marketers, this addiction is what pays for your job! Refusing to send for fear of strengthening this addiction leaves you open to competitors who, bad as it sounds, are less scrupulous.
- You kill prospect interest – Adopting tactics that deliberately demand too much of your prospect’s time can be a real dealbreaker. Better to have their attention for a few seconds than force them to keep looking until they get tired of your message.
- You selfishly eat up their time – Remember, half the time a prospect has never heard of you. You’re a complete stranger. How’d you like it if a complete stranger tried to eat up most of your time? Wouldn’t it be worse if this stranger was also asking for your money? Their time and attention is theirs to spend. If you want those benefits, you’ll need to respect their rights to it.
- You insist on jargon and walls of text – Walls of text are an obvious no-no in email marketing. But what you don’t know is that they’re loved by the very people who panic about shrinking attention spans. Don’t use a lack of attention as an excuse to use too much jargon. This isn’t 1852. There’s a merit to getting straight to the point and keeping things short and simple.
So the next time someone comes to you complaining about humanity’s lack of attention span, remember: your customers are among them. Stop using it as an excuse for long-winded copy and poor marketing practices.