According to an infographic published by Litmus, the average attention span for reading email has increased by 7% in last six years. In 2011, reading an average email took 10.4 seconds and in 2016 the timeframe reached 11.1 seconds.

Chad S. White says, “Historically, longer engagement with mobile emails wasn’t necessarily a good thing. That’s because mobile email clients didn’t always render emails well and brands didn’t always send mobile-friendly emails.

However, mobile email clients have improved significantly and brands have made huge strides in making their emails mobile-friendly, to the point that responsive is now the dominant email design approach. On top of that, mobile screen sizes have increased considerably, making email reading even easier. So the time spent with emails on mobile has increased during a time when the email client user experience and the subscriber experience have both improved dramatically.

The gains in email engagement times have been fairly consistent. The average amount of time that mobile users spend reading an email increased every single year from 2011 to 2016. And seasonality didn’t appear to affect these gains, either”.

Email Attention Spans Increasing [Infographic]

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