{"id":28735,"date":"2022-08-18T10:38:17","date_gmt":"2022-08-18T14:38:17","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28735"},"modified":"2024-01-17T09:30:20","modified_gmt":"2024-01-17T13:30:20","slug":"skim-scan-read","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/","title":{"rendered":"Do people skim, scan, read emails?"},"content":{"rendered":"<h2>Just 19% of email newsletters get read thoroughly<\/h2>\n<p>Your email recipients aren\u2019t reading your message. They\u2019re scanning your emails.<\/p>\n<figure id=\"attachment_28737\" aria-describedby=\"caption-attachment-28737\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28737\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/skim-scan-read\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-scan-read\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;\u201cScannability is important for websites,\u201d writes Nielsen Norman Group principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/asian-man-use-cellphone-283126391&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by leungchopan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" alt=\"Skim scan read\" title=\"Skim scan read\" width=\"300\" height=\"300\" class=\"size-full wp-image-28737 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-100x100.png 100w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28737\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/skim-scan-read\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" data-orig-size=\"300,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-scan-read\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;\u201cScannability is important for websites,\u201d writes Nielsen Norman Group principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/asian-man-use-cellphone-283126391&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by leungchopan&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-300x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png\" alt=\"Skim scan read\" title=\"Skim scan read\" width=\"300\" height=\"300\" class=\"size-full wp-image-28737\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read.png 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-150x150.png 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/01\/skim-scan-read-100x100.png 100w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/noscript><figcaption id=\"caption-attachment-28737\" class=\"wp-caption-text\">\u201cScannability is important for websites,\u201d writes Nielsen Norman Group principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d <a href=\"https:\/\/www.shutterstock.com\/image-photo\/asian-man-use-cellphone-283126391\" rel=\"noopener\" target=\"_blank\"><em>Image by leungchopan<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed, <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener\">according to the Nielsen Norman Group\u2019s latest eye-tracking study<\/a>, email recipients:<\/p>\n<ul>\n<li><strong>Skimmed 69%<\/strong> of the e-zines they received<\/li>\n<li><strong>Thoroughly read<\/strong> just 19% of e-zines<\/li>\n<li><strong>Read the majority of the content<\/strong> of 6%<\/li>\n<li><strong>Glanced at but did not read<\/strong> at all 6%<\/li>\n<\/ul>\n<p>So here\u2019s the reading technique for emails: Recipients scan pieces of information quickly, speed reading to find specific information.<\/p>\n<p>\u201cScannability is important for websites,\u201d writes NNG principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d<\/p>\n<h3>Why write skimmable e-zines?<\/h3>\n<p>Because:<\/p>\n<h4><strong>1. Recipients skim even more on mobile.<\/strong><\/h4>\n<p>In NNG\u2019s most recent study, mobile newsletter readers reported that they:<\/p>\n<ul>\n<li><strong>Skimmed newsletters<\/strong> 74% of the time<\/li>\n<li><strong>Fully read<\/strong> newsletters 24% of the time<\/li>\n<li><strong>Glanced at but didn\u2019t read<\/strong> 2% of the time<\/li>\n<\/ul>\n<h4><strong>2. People read only 37 to 200 words of your email.<\/strong><\/h4>\n<p>People spend just 51 seconds, on average, with an email newsletter after opening it, according to another NNG study. That\u2019s only enough time to read about 200 words.<\/p>\n<p>For sales emails, the numbers are even more brutal: <a href=\"https:\/\/litmus.com\/blog\/email-attention-spans-increasing-infographic\" target=\"_blank\" rel=\"noopener\">People spend just 11 seconds on e-blasts<\/a>, according to a 2017 report by Litmus. That\u2019s enough time to read only about 37 words.<\/p>\n<p>So which words do they read?<\/p>\n<h4><strong>3. They read the microcontent.<\/strong><\/h4>\n<p>Email newsletter subscribers in NNG eye-tracking studies read the headlines and the first line or two of the story. They often skipped the paragraphs, sometimes because they were scrolling too quickly.<\/p>\n<figure id=\"attachment_30371\" aria-describedby=\"caption-attachment-30371\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30371\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/skim-scan-read-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" data-orig-size=\"551,637\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-scan-read-2\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;See how they skim&lt;\/strong&gt; These heatmaps show how subscribers skim email newsletter content. Red spots got the most attention; blue, the least. &lt;em&gt;Images by the Nielsen Norman Group&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2-259x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" alt=\"See how they skim\" width=\"551\" height=\"637\" class=\"size-full wp-image-30371 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png 551w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2-259x300.png 259w\" data-sizes=\"(max-width: 551px) 100vw, 551px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 551px; --smush-placeholder-aspect-ratio: 551\/637;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30371\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/skim-scan-read-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" data-orig-size=\"551,637\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-scan-read-2\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;See how they skim&lt;\/strong&gt; These heatmaps show how subscribers skim email newsletter content. Red spots got the most attention; blue, the least. &lt;em&gt;Images by the Nielsen Norman Group&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2-259x300.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png\" alt=\"See how they skim\" width=\"551\" height=\"637\" class=\"size-full wp-image-30371\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2.png 551w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2022\/08\/skim-scan-read-2-259x300.png 259w\" sizes=\"(max-width: 551px) 100vw, 551px\" \/><\/noscript><figcaption id=\"caption-attachment-30371\" class=\"wp-caption-text\"><strong>See how they skim<\/strong> These heatmaps show how subscribers skim email newsletter content. Red spots got the most attention; blue, the least. <em>Images by the Nielsen Norman Group<\/em><\/figcaption><\/figure>\n<p>Instead of reading the paragraphs, their eyes were drawn to:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-good-headline\/\"><strong>Headlines<\/strong><\/a>. If they could get the gist of the e-zine from the headlines and without reading the text, they were happy with the newsletter.<\/li>\n<li><strong>First 1-2 lines of text<\/strong>.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/how-to-write-a-bulleted-list\/\"><strong>Bulleted lists<\/strong><\/a>. Subscribers read the first item more than subsequent items and the first words in each bullet more than subsequent words.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/micro-content\/link-writing\/\"><strong>Links<\/strong><\/a>. They\u2019re blue and underlined, so they\u2019re the easiest elements to skim on the screen.<\/li>\n<\/ul>\n<p style=\"text-align:center; font-weight:bold;\">Are you putting your email messages where recipients\u2019 eyes are?<\/p>\n<p>___<\/p>\n<p>Sources: Mike Renahan, \u201cThe Ideal Length of a Sales Email, Based on 40 Million Emails,\u201d HubSpot, July 11, 2018<\/p>\n<p>Kim Flaherty, Amy Schade, and Jakob Nielsen; <em>Marketing Email and Newsletter Design to Increase Conversion and Loyalty<\/em>, 6th Edition; Nielsen Norman Group, 2017<\/p>\n<p>Jakob Nielsen, \u201cEmail newsletters: Surviving Inbox Congestion,\u201d Alertbox, June 12, 2006<\/p>\n<p>Jakob Nielsen, \u201cTargeted Email Newsletters Show Continued Strength,\u201d Alertbox, Feb. 17, 2004<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p 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thoroughly<\/p>\n","protected":false},"author":6,"featured_media":28737,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[409],"tags":[13018,455],"class_list":{"0":"post-28735","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-recipients","9":"tag-skim","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Do people skim, scan, read emails?<\/title>\n<meta name=\"description\" content=\"\u201cScannability is important for websites,\u201d writes Nielsen Norman Group principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do people skim, scan, read emails?\" \/>\n<meta property=\"og:description\" content=\"\u201cScannability is important for websites,\u201d writes Nielsen Norman Group principal Jakob Nielsen, \u201cbut it\u2019s about 50% more important for newsletters.\u201d\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/\" \/>\n<meta property=\"og:site_name\" content=\"Wylie Communications, Inc.\" \/>\n<meta property=\"article:publisher\" 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