You know that e-newsletter you and your colleagues slaved over for hours, writing, designing, broadcasting, and tracking?

Well, I'm sorry to say the average reader will scan it for less than a minute. Fifty-one seconds to be exact, according to the "Email Newsletter Usability" study from the Nielsen Norman Group.

The same study shows only 19 percent of people read an entire e-newsletter.

While this study was issued in 2006, the word clearly hasn't gotten out to B2B (define) marketers yet. My inbox is full of lengthy, multi-article e-newsletters that would take hours to read -- if anyone actually did read them!

Now that you know you have only 51 seconds to engage a reader, how should you reinvent your e-newsletter?

It Starts With the Subject Line

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