Concise emails are generally more effective than lengthy ones. However, there is no such thing as the ‘perfect’ email length that will work for every email marketing campaign. Finding the right frequency and length of emails depends solely on the target audience and the value of an email’s content.
Until a firm becomes familiar with the target audience of their emailing campaign, adopting a ‘less-is-more’ mentality is often the best plan of attack. As a general rule, the longer an email’s content, the less frequently an audience will tolerate receiving these emails.
Some ways a firm can reduce the size of their individual emails to make them more engaging include:
Breaking content into parts
Including too much content may overwhelm some readers. Breaking up the content into separate emails can make it much easier for clients to retain the important information. However, remember to include links to all content parts so the interested readers don’t feel like they’re being deprived.
Images can replace long passages of text, and can help reinforce the messages contained in the body of the email. However using too many images can directly degrade an email’s deliverability, so make sure images chosen are relevant and help to communicate the main message.
Using white space
On average, 80% of people only scan an email’s content. Using white space makes emails much easier to scan so clients can quickly find the information they truly value.