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Study: Most e-mail recipients delete mail within seconds

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Cambridge, Mass.—More than 50% of e-mail recipients delete messages within two seconds of opening them, according to a study by Salted Services, a company whose product tests and measures e-mail marketing campaigns.

The company said this can dramatically improve when messages are targeted and subject lines well crafted. Top e-mail marketers using these best practices are seeing as much as 77% of recipients spending 10 seconds or more reading their messages, according to the company.

Salted Services also found that mobile users spend longer reading messages than people using desktop computers. Google Android and Apple iPhone users were found to read messages for around 15% longer than people using Microsoft Outlook, a common desktop e-mail client.

The report studied the behavior of 14 million e-mail recipients using the company’s Litmus Email Analytics product.

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