In an article based on research done email list by emaillabs, MarketingSherpa reports that on average, readers spend between 15-20 seconds reading email they chose to open. The article also reports, readers span about 50 words, fewer if there are graphics email list to view. It appears to me, the online consumer is becoming more sophisticated in their online behavior.
This information indicates to me that online consumers are no longer tolerant email list of long-winded, fluffy email sales letters or sales letters disguised as newsletters. I believe the online consumer is email list becoming much more discriminating concerning what they open and read in their email boxes. Remember, online consumers, on average are seeking information when they email list are online and they don't like blatant selling. One can assume, with some safety that when a consumer opens email they are doing so with email list some level of expectation. they have a goal and a motive for going online.
Everything that is incongruent with the consumer's goal and motive is probably going to get filtered and deleted. Email is used by consumers primarily to communicate. Its secondary email list purpose is to receive news, product information, ezine information, etc. Many people like the convenience of ordering competing product information and reviewing it via email delivery. Thus, you should ask yourself, "Is what I'm sending my email list going to fit into their reason for being on line and subscribing to my offering?"