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If you have ever read Blink by Malcolm Gladwell you will recall that talks about Thinking without Thinking and that most of the decisions we make are actually made in a matter of seconds.
This of course applies to how consumers react to emails. Their decision to move onto the next stage is made within 2 or 3 seconds, so we need to make sure that we do everything we can to ensure that we inspire action.
Litmus have produced this great infographic to give us the inspiration to do this better