{"id":1337,"date":"2011-05-13T00:16:41","date_gmt":"2011-05-13T00:16:41","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/these-late-night-eyes-read-emails-differently\/"},"modified":"2020-10-29T17:02:33","modified_gmt":"2020-10-29T17:02:33","slug":"these-late-night-eyes-read-emails-differently","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/these-late-night-eyes-read-emails-differently\/","title":{"rendered":"These Late Night Eyes Read Emails Differently"},"content":{"rendered":"

I don\u2019t know what time you are personally reading this, but me, I\u2019m writing this at just before midnight. And if you\u2019re a morning person you might be wondering if the rest of this blog has anything to do with you. Hang tight, because it has a lot to do with you, even if you\u2019re never awake at the midnight hour.<\/p>\n

Just Because You\u2019re 100% Focused when You Write Your Email Marketing…<\/h4>\n

I know you. I know you because some days I am you. You wake up by 6 a.m. and are aware and working hard by 7 a.m. You know how important your email marketing<\/a> is so you\u2019re on it and done with it before lunchtime. You wouldn\u2019t risk such an important task with the lazy afternoon.<\/p>\n

It also doesn\u2019t take much to get you on a roll. You\u2019ve written great content and plenty of it: news, trends, personal reflections, stats and more. And just before you close out your masterpiece of e-marketing you neatly organize your list of upcoming events in a nice little box near the bottom of your email.<\/p>\n

Doesn\u2019t Make Your Subscribers 100% Focused when They\u2019re Reading<\/h4>\n

If I was to get your email in the morning, I\u2019d probably have a good chance of getting to see all the dates of your upcoming events. But if I don\u2019t check my emails until the end of the night, well\u2026 fail. I\u2019ve just looked at the headline, noticed a funny picture, then moved on.<\/p>\n

So tonight of all sleepy nights I\u2019m prodded to blogging action by an email marketer who is a true friend to the sleepy-eyed. Thank you, Paso Robles Wine Country Alliance, for you know what a tired email reader needs: big ugly information that stands out!<\/p>\n

\"\"<\/p>\n

Get Your Big Fonts On<\/h4>\n

Somewhere out there there\u2019s a graphic designer or art director throwing fits over the choice of using ALL CAPS in the the top right or making those letters so yellow on that red background. Let them cry. For me, especially tonight, it works. Truth be told, I only noticed two things:<\/p>\n

That guy in the picture kind of reminds me of a beardless version of \u201cthe most interesting man in the world.\u201d<\/p>\n

There are a lot of good winery activities in May!<\/p>\n

You Don\u2019t Have to Be Tired to Be a Bad Email Reader<\/h4>\n
\n
It\u2019s true that many people aren\u2019t as focused late at night. It\u2019s also true that many people aren\u2019t focused in the morning or middle of the day. Phones ring, kids yell, TV shows get interesting, co-workers barge into cubicles. The point is that though you\u2019ve meticulously planned every line, not many people have time for it all. So if you have important info to get across, make it stand out and get it to the top of the email newsletter<\/a>, above the fold, where it\u2019s easy to find. If someone gets to your email with limited focus, they\u2019ll quickly pull out the info you need to get to them most.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

I don\u2019t know what time you are personally reading this, but me, I\u2019m writing this at just before midnight. And if you\u2019re a morning person you might be wondering if the rest of this blog has anything to do with you. 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