The Truth About Email Engagement has been Revealed

by | 2 minute read

Over the course of your adver­tis­ing career, you’ve prob­a­bly learned that the only way your clients can keep the tar­get audience’s atten­tion is through short mes­sag­ing. You include only the bare min­i­mum and pray that it’s enough to get prospects to click through to learn more about the prod­uct or ser­vice. How­ev­er, accord­ing to Lit­mus’ State of Email Engage­ment report, you may have a bit more wig­gle room in email out­reach than you think.


Since 2011, the aver­age time con­sumers spend read­ing emails has increased 29% to 13.4 sec­onds each. Over­all, 61% of emails get read for at least eight sec­onds. When it comes to mobile devices, the per­cent­age of con­sumers who read emails for at least eight sec­onds increas­es to 66%.

This doesn’t mean that any email you send will get this kind of atten­tion. Remem­ber, con­sumers have to open your emails first before they can reach these read times. The key to get­ting your emails read is tim­ing.


Lit­mus says that 23% of emails are read with­in an hour of being received. That per­cent­age drops to 11.5% by hour two of sit­ting in Amer­i­cans’ inbox­es. The high­est per­cent­age of emails are opened between 9:00 a.m. and 1:00 p.m. The major­i­ty of these emails are opened via mobile device so design them to be prop­er­ly for­mat­ted for phones and tablets.


Email Offers Lovers make up 43% of U.S. adults, accord­ing to Audi­enceS­CAN. Think your email adver­tis­ing clients will need more con­vinc­ing than the sheer num­ber of email read­ers? Audi­enceS­CAN on AdMall by Sales­Fu­el has nine email-based audi­ences full of demo­graph­ic, adver­tis­ing, and pur­chase intent infor­ma­tion. That knowl­edge can help you craft a fool­proof email cam­paign!

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.