Email Marketing: Why shorter emails are Usually Better
In this article we will learn about long and short form emails in email marketing and which one is more efficient in conversions
Email marketing is the best and efficient way to engage future clients and achieving goals.
Do you know? More than 3.9 billion active email account users are expected to rise to 4.48 billion users in 2024.
For a medium that's present since the birth of the Internet, it's pretty amazing to see how popular the use of email has now become.
That's why, even in today's technological world, companies still depend primarily on emails to sell and communicate with their customers.
Major Challenges in email marketing
With over 293.3 billion emails sent and received every day, getting your attention in the full inbox is certainly a problem. If the emails are opened, promoters also need to care about the response rate.
Hubspot research further shows that the email's optimal lengths should remain between 50 to 125 words to guarantee a 50 percent response rate.
Yet, many advertisers stick to long-form emails. They find that lengthy valuable content in emails covering several pages gives them far more responses than short emails.
That takes us back to a question – how long should our emails be? Let's find out about it.
Long vs short email contents
Long Email Contents
A long email is simply an email covering many pages. It may be a promotional email describing a good or service in-depth, an introductory email to new customers containing all the important details, or a snippet from the current blog article.
Long emails sound overwhelming to the viewer at first. But good advertisers understand how to use subheadings, bold text, key points cleverly, and numbered lists to make long emails a delight to read and, most importantly, to get a high level of response rate.
Advantages of long email in email marketing
Personalized approach to communicate with the audience
Once marketers realize how powerful emails can be, they can use email as a medium to connect to their customers on a personal level and build a closely-knit connection with the audience. When you send a long-form email, you have a lot of imaginative flexibility to use marketing strategies to build up your brand's storyline and keep your viewers engaged.
The other big benefit of long-form emails is that they help you create trust in your audience. Most of the best long-form emails provide useful advice, helpful tips, and even exciting stories that make a lasting impact on the viewer.
When a positive impression is confirmed in the audience's eyes, they will stop considering marketing emails as a means of sale.
Instead, they'll see it as a means of information and entertainment. The best emails are capable of masterfully balancing both entertainment and information to market their offerings.
But, some researches state that long-form contents are time-consuming and expensive, decreases attention span, and less mobile-friendly
This complicates the discussion on short vs. long emails even more.
Now, let's take a closer look at short email content to see how it lets you conquer long email content limitations.
Short Email Contents
Short emails are all about making the email efficient and short, usually on a single page. There are typically only two main sections of short emails – a concise summary of the material and a call - to - action. Short-form content is a choice for many well-established marketers.
Owing to their limited attention span, the readers will not be reading the entire lengthy email. Instead, they are scanning through it to find specific and valuable information.
Short Emails, on the other hand, means that the viewer really reads the whole email. This leads to greater interaction with the viewer.
Advantages of short email contents in email marketing
Less time consuming
One of the key points in favor of short email is that it takes less time to create and send.
It's easy to digest.
If emails are brief and clear, subscribers don't need to spend too long trying to find out the email's purpose.
This is perhaps the biggest benefit of short email content. You can use it to communicating actively with the subscribers. Because it's less time-consuming to develop short email content, you can send emails at a higher pace.
The short email content is mobile-friendly due to its consistency and length. It's better to read a short length email on your tablet than a 1000 words lengthy email.
Making the content brief means that the viewer genuinely reads it on their smartphone instead of ignoring it.
Keep the sentences brief and write them down in a few paragraphs. If you have to express something official, or your audience clearly wants a more structured writing style, aim to stop using broad or descriptive terms in your email. This is the secret to writing short, strong emails.
Short vs. Long emails: What's the Final Verdict?
The creation of short and effective emails is an art itself. Your email should be brief enough to be strong but lengthy enough to prove you genuinely. Your email copy's length and design should be customized to your audiences' preferences or the product offering.
Shorter emails are more likely to attract attention and answer than longer emails. People reading have too much to sort through unless you catch their interest and win their confidence in a few words; they're likely to ignore the message instead of reading the entire email.
There's also no clear and quick guideline as to how long the emails have to be.
Perhaps a combination of long-form and short-form contents in emails helps you to witness the best outcome. E.g., use short emails in your regular or weekly nurturing promotions, and then send out long emails until your product begins to hype.