![]() ![]() When determining our optimal download speeds, we also investigated average network speeds to get a better sense of what kind of connections users have in the U.S. Desktop connection: Less than 2 secondsĪverage Network Data Speeds Across the U.S.Here’s where we landed: Acceptable Email Download Speeds We considered that notorious eight-second attention span of the average customer or reader, as well as email analytics on read/skim rates, and other industry benchmarks from email teams at MailChimp and Salesforce. To inform our opinion, we combined research and experience from our 10 years in the email marketing industry. When developing Campaign Precheck’s image optimization tool, we decided to take a stance on what we think is an acceptable email download speed. So, when a subscriber is waiting to download an email, how long should he or she wait? What is an acceptable download speed for an email? Where We Stand How many times have you been frustrated by an email image that takes more than a few seconds to load? A large email takes longer to download, which can result in lost interest and lost clicks. While HTML email size can affect deliverability, the loaded weight of the email (the size of the email once opened, with images loaded) also affects subscriber engagement. We could make all sorts of jokes and cheeky references with this statement, but we’ll cut to the chase: Email size does matter. ![]()
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