Good news, fellow marketers: Email is not dead.

Indeed, the ROI for email is more than $40 per dollar spent, a return higher than any other marketing channel, according to the Direct Marketing Association.

While email isn’t dead, one thing is clear: The email newsletter is a dinosaur. Emails that mimic print newsletters of yesteryear are bulky, lumbering and sometimes monstrous in size. But like the T-Rex’s stunted arms, the reach is tiny. These newsletters try to accomplish too much, and in the end, they do very little to drive results.

Why email marketing needs to evolve:

Our attention spans are shorter. The average adult’s attention span is down to just 8 seconds (That’s less than that of a goldfish.)

Read more: http://www.entrepreneur.com/article/232266.