In the spirit of the post I’ll keep this short.
Users don’t read, they scan. When reading email newsletters they read even less. There’s a full Nielsen article, but if you want the bullet points here they are:
- 79% of users scan new pages they visit
- 16% of users read word for word
- When articles use concise headlines, short scannable paragraphs, and bullets, the usability skyrocketed by 124%
- Promotional language causes users to tune out even quicker.