8 Seconds… That’s All You’ve Got
Apparently, our attention span has been whittled down to just eight seconds.
Eight. Seconds.
Blame it on the constant ping of notifications, endless scrolling, and the fact we’re all trying to do ten things at once.
Eight seconds is about as long as a goldfish can focus (yes, really). And if you think that’s not much time—you’re right. In fact, you’ve probably spent about eight seconds reading this already.
Still here? Good. Because when it comes to email marketing, those eight seconds are everything.
If your reader can’t instantly see what your email is about—or why they should care—they’ll move on. No second chances. Which is why readability is more than a design choice—it’s the foundation for keeping attention long enough to earn the click.
Readability: Your Secret Weapon
Readability is the bridge between what you want to say and what your reader actually takes in.
It’s the difference between:
When you nail it, you keep people engaged—moving smoothly from subject line to click.
When you don’t? Well, goldfish attention span and all that…
Why Readability Matters
Readability is more than making text visually appealing. It’s about ensuring your message is easy to understand, logically structured, and quick to process.
When your email is clear and accessible:
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Readers can grasp your key points quickly
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Your call-to-action stands out naturally
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Engagement increases, leading to higher click-through rates
When readability is poor, readers are more likely to lose interest or miss the main message altogether.
Introducing the DORC Framework
DORC stands for:
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Deliverability – Does your email reach the inbox?
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Openability – Does your subject line and preview text prompt the reader to open?
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Readability – Once opened, is the content clear, structured, and engaging?
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Clickability – Does the design and copy motivate the reader to take action?
It’s a four-step process that tracks the journey of every email from send to click.
Each stage directly impacts the next, and small improvements at every point compound to deliver significantly better results.
For example, an email sent to 1,000 people that improves performance in each DORC stage by just 5% can increase total clicks by more than 50%—without changing the audience size.
The Role of Readability in DORC
Readability sits in the middle of the DORC sequence, but its influence extends to every stage:
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Clear, well-structured content reduces the chance of spam complaints, supporting deliverability
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Positive reading experiences build trust, increasing open rates over time
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Effective readability naturally guides readers to your call-to-action, improving click-through rates
By investing in readability, you strengthen the entire framework.
How to Boost Readability (Without Losing Your Reader)
1. Write for Two Audiences at Once
Some people will read every word. Others will skim. You need to cater to both:
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For scanners – Use short paragraphs, bold text, and headings that tell the story on their own
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For deep-divers – Add detail under those headings so they can dig in
2. Choose Clarity Over Cleverness
This is not the place for cryptic crossword clues:
3. Lay It Out Like a Pro
Big blocks of text are the kiss of death. Structure your email so it’s inviting to the eye:
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Break up text with white space
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Use bullet points (sparingly) for impact
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Keep paragraphs to 1–3 sentences
4. Use Style to Guide the Eye
Bold for emphasis, italics for nuance. Just don’t overdo it—if everything’s highlighted, nothing is.
5. Make It Mobile-Friendly First
Over half of emails are read on mobile. If it’s clunky to read on a phone, it won’t get read at all:
6. Test Like You Mean It
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A/B test subject lines, layouts, and CTAs
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Preview on different devices
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Send yourself a copy and read it like a subscriber
7. Ask for Feedback
Sometimes the best way to improve is to ask. Add a quick “Was this useful?” link or invite replies—you’ll be surprised how much insight you get.
The Power of Readability
Readability goes way beyond just making things look good—it’s like the glue that holds all the parts of your email together.
Your layout, carefully structured, becomes a roadmap that guides your readers through your message. Your styling makes your email visually inviting.
And remember, readability is not just about the words you use—it’s about the experience you create for your readers.
By weaving clarity into your content, you create a path that leads to engagement, conversion, and lasting impact.
Readability’s Ripple Effect
Readability doesn’t just live in its own box—it strengthens the other parts of DORC:
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A clear, scannable email makes the subject line feel worth clicking
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A well-structured body makes the CTA stand out
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An enjoyable read builds trust, making the next email more likely to be opened
It’s the domino effect you actually want.
The Bottom Line
In a world where we’ve got seconds to prove our worth, readability is the make-or-break factor in whether your email converts—or gets ignored.
When crafting your next campaign, remember:
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Make it scannable
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Make it simple
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Make it worth their time
Do that, and your eight seconds will stretch into engagement, clicks, and conversions.
Within the DORC framework, readability finds its perfect place—not as a standalone feature, but as an integral part of the entire email experience.
Get it right, and your emails will do more than catch attention—they’ll captivate, resonate, and drive action.
The DORC Framework: How Small Improvements Lead to Big Wins
