Opinions expressed by Entrepreneur contributors are their own.
Email marketing is booming: last year, 52% of marketers said their campaign’s return on investment (ROI) doubled, while 5.7% of marketers experienced an ROI four times larger compared to 2022, a Statista report shows.
How can you create similar results for your business this year?
The effectiveness of email marketing comes down to a few key factors:
- Knowing your audience and its pain points and desires.
- Creating emails that respond to those specific needs.
- Getting your emails in the inbox, where your subscribers can interact with them.
As the CEO of a B2B email marketing company, I often hear from customers about their top challenges. A big one? Creating emails that really engage and drive results. Getting the content, length and audience targeting just right is tough.
Related: How to Get People to Open – And Read – Your Emails
Most of your prospects prefer shorter emails
If you’re struggling to make your emails more engaging, here’s an aspect you may be overlooking: just make them shorter. Recent data from a ZeroBounce report shows that 66% of consumers prefer short emails, and only 6% favor longer ones.
But keep this caveat in mind: For 28% of people, email length becomes irrelevant if the content is well-tailored to their needs and interests.
It’s no surprise that people prefer shorter marketing emails. When inboxes are clogged with messages, why would you opt for a long message instead of a quick note? Concise and direct emails respect your prospects’ time and have a higher chance of getting their attention. But while most people prefer brevity, the quality and relevance of your emails are what truly capture and retain interest.
The message is clear for the 28% who don’t mind the length: When an email resonates well with their needs or interests, they’re willing to invest more time, regardless of word count. This segment of your audience is receptive to more in-depth content that speaks directly to their challenges.
How to determine the right email length
So, how do you strike the right balance between brevity and substance? The key is to start with understanding your audience. Segment your email list based on behaviors, preferences and past interactions. This segmentation allows you to tailor your messages more precisely. Also, you probably send different types of emails. That aspect alone should guide your approach:
- Newsletters can be longer and cover several pieces of information in more depth.
- Drip campaigns can consist of a series of emails that gently push your prospects closer to a purchase. Those emails can be short — sometimes, a few lines followed by a call-to-action (CTA) is enough.
- Targeted campaigns, such as a discount or free offer, can have an engaging image paired with a couple of sentences and a catchy CTA button.
If you’re still unsure whether your email is too long, here are a few tips to save you time and make things easier.
Start with a clear goal
Every email should have a clear purpose. Whether it’s to inform, increase engagement or drive sales, your goal will dictate the necessary length. Don’t add fluff just to extend an email; keep it as long as necessary to fulfill its purpose.
Choose simplicity and clarity
Use simple language and clear CTAs. Marketing emails rarely benefit from any metaphors. Your email should guide readers smoothly from the opening line to the desired action without unnecessary detours.
Personalize to the last detail
Use what you know about your customers to tailor your emails. When marketing emails feel personal, people care more about the message and less about the length.
Test and adjust to what your audience likes
Studies can point you in the right direction in terms of consumer preferences, but only you can determine what your audience responds to the most. Before sending your next email, consider A/B testing different lengths. Then, analyze your metrics to see what performed best.
Improve your layout
Sometimes, the way information is presented can affect how we perceive the length of an email. Breaking text with relevant images or using bullet points can make longer emails appear more digestible and engaging.
Related: 4 Things You Can Automate in Your Email Marketing That Will Save You Time and Drive Sales
Ask your subscribers
Asking for opinions shows you care about serving your audience better, so why not include a poll in your next newsletter? Allow your subscribers to tell you how long they’d like your emails to be. Nothing beats direct customer feedback in helping you create more effective campaigns.
Bonus tips to increase email engagement
Here are a few extra tips to help your next emails get more clicks:
- Try to keep your subject lines between 30 and 50 characters. Not only will your subscribers process them faster, but keeping your subject lines short ensures they display well on all devices.
- Check your email list health to avoid bounces and the likelihood of landing in the spam folder.
- Assess your spam complaint rate – it should be under 0.1% to comply with Yahoo and Google’s new email-sending rules.
Also, remember your goal is to connect with your audience genuinely, no matter how many words it takes to get there. If your email ends up longer than you’d planned but addresses a topic many of your subscribers care about, don’t worry. Engaging content can often justify a longer read.