Let’s face it, we live in the era of “infobesity.” There are more messages than ever surrounding us as consumers and breaking through the clutter requires a lot. And nowhere is that more true than the inbox.
What’s a brand to do? We’ll try to break it down in a way that respects all of our minuscule attention spans and uber-distracted behavior. Oh! Look! Glitter! Just kidding, stay with us.
The average office worker now receives 121 emails a day.
It is a given that the inbox is clogged with competing messages and everyone is trying the latest gimmick to stand out.
The average number of advertisement and brand exposures per day per person: 5,000+.
The competition is beyond fierce.
SO, HOW DO YOU STAND OUT IN THE INBOX?
Don’t just rely on flashy gifs.
Sure gifs are great, but often overused and once they’re expected they are no longer impactful.
Be insanely scannable.
People don’t read. We’ll repeat it: People don’t read. Keep it as concise as possible to hook the scanners. And everyone is a scanner.
Don’t underestimate the power of visuals.
Visuals are processed 60,000 times faster than text. That gives you a fighting chance of communicating your message to a consumer.
Make sure it’s mobile.
67.2% of consumers use their smartphones to check email and 42.3% use their tablets to check email. Whether it’s mobile-friendly, mobile-optimized, fluid or responsive—choose the one that works for your audience and do it.
Connect to the heart, not the head.
There’s simply no time to explain something. (Remember, you’ve got 8.25 seconds.) Emotion is immediate and visceral, so use emotive images to convey more than you can with words.