Get our best content on ecommerce marketing in your inbox 2 times a week. Generally speaking, the sweet spot for marketing email copy is words. That said, the truer answer is that it really depends! There have been tons of studies about ideal marketing email length. One study from Boomerang found that, for optimal response rate, words a few sentences, or one longer paragraph is ideal. We work with half a million small ecommerce brands, and our opinion is this: what you say matters more than how long it takes you to say it.
There are lots of factors that can help you determine the appropriate length and make the most of your email efforts. Here are the three key things to keep in mind when making your decision. Here are two examples, one from Bad Birdie Golf short , and one from Piccolina long. They both serve as an announcement for a new line of t-shirts. Remember when I mentioned that what you say is more important than how long it takes you to say it?
Use list segmentation to personalize your emails and send the most relevant messages to the right contacts. For instance, your different audiences could include:. Now think about your loyal, repeat customers.
Here are two emails, both from Tortuga. The first is a welcome email for a new subscriber, whereas the second, longer email, is a newsletter with helpful packing tips, received a few weeks later after I had engaged with their brand:.
Different types of emails serve different purposes duh , and some will have to be longer than others to get the point across. Key, for a truly engaging newsletter is to keep it at the right length. It needs to be just long enough to keep your audience engaged. For most experts, the rule of thumb is to have about five hundred words.
So a page length would thus be a right for for the reader to quickly skim through. Keep in mind that modern audiences have very short attention spans. Don't expect they will take a seat and sit hours reading and re-reading your newsletter. Make sure your writing is concise and to the point. Yet, interesting and engaging. Your writing style depends on the objective of your newsletter. You can achieve a number of goals with this marketing information tool.
Initiating a regular contact with prospective customers, informing customers with new blog content, inviting subscribers to new learning opportunities such as webinars and online courses.
Even if you disagree with his or her vision in doing an email newsletter, your boss will be glad you came prepared with a plan for success. One of the biggest problems with email newsletters is that they're often cluttered and unfocused because they're supporting every aspect of your business. One way to help reduce the randomness of an email newsletter is by keeping it to one very specific topic. Don't judge I recently adopted a kitten and I've become full-on obsessed with cats.
Though BuzzFeed writes about pretty much everything under the sun, they offer up one specific newsletter for people who love reading about cats. Because the niche is aligned with a specific interest, the articles have an opportunity to get way more engagement than they would in a newsletter featuring content from all over the website. Case in point: I have a thing for shoes, and I especially love this one shoe site.
If they sent me educational content -- maybe about the latest styles of shoes, or how to pair certain styles with certain outfits -- I might be more inclined to buy from them, or at least start opening their emails again. In your email newsletters, get rid of the self-promotion most of the time and focus on sending your subscribers educational, relevant, timely information. Unless you actually have an exciting, big piece of news about your product, service, or company, leave out the promotional parts.
Get specific. Tell potential subscribers exactly what will be in the newsletter as well as how often they should expect to hear from you. Check it out:. As a marketer, having this information up front will help diminish your unsubscribe and spam rates as well. Many marketers try increasing familiarity with their subscribers by keeping the subject line the same each day, week, or month that they send it. A better approach would be to try to have a different, creative, engaging subject line for each newsletter you send.
One company who does this really well is Thrillist. Even though I know that these emails are coming in my inbox every morning, the subject lines are what entice me to click. If you need help with your email newsletter subject lines, check out this recipe. Instead, let there be one head honcho CTA -- just one main thing that you would like your subscribers to do. Check out Second Glass ' email newsletter below, which was promoting their most recent Wine Riot event in Boston.
It's colorful and chock-full of information By placing this CTA above all the other pieces of information, Second Glass increases the chance that their email recipients will click on it. Like we said before, a newsletter can easily feel cluttered because of its nature. The trick for email marketers to look uncluttered revolves around two things: concise copy and enough white space in the design.
You want to send them elsewhere your website or blog, for instance to actually consume the whole piece of content. Concise copy gives your subscribers a taste of your content -- just enough that they want to click and learn more. White space is key in email newsletters because it helps visually alleviate the cluttered feel, and on mobile, makes it much easier for people to click the right link.
Look to Tom Fishburne's blog post newsletters to see how this should be done. The main blog post has one large comic, a few small paragraphs of introduction, and a link. The rest of the newsletter components are smaller and more visual, making the whole design feel uncluttered an easy to read.
This is especially important if your CTAs are images -- you want to make sure people are clicking even without the image enabled. You may want to provide a reason why in order to compel more people to respond.
Director of Content Marketing ConstantContact. On a mission to provide small businesses and nonprofits practical, step-by-step marketing advice so they can do more business and more for their cause. Grateful to travel the country showing audiences how to make sense of online marketing.
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