By Sean Tinney January 17, 2022
We analyzed emails from the highest advertising and marketing consultants to learn the way lengthy your electronic mail needs to be.
Almost each enterprise with an electronic mail advertising and marketing technique wonders how one can write the proper electronic mail. They query the size of their emails. (Brief or lengthy?) They marvel how they will get extra individuals to open their emails.
And there isn’t a easy reply to those questions — till now.
With the assistance of AWeber’s knowledge scientist, we analyzed 1,000 emails from 100 of right this moment’s high entrepreneurs. Our objective? Collect electronic mail advertising and marketing statistics that may reply how lengthy an electronic mail needs to be.
The 100 consultants we analyzed are the very best of the very best. Their electronic mail methods have interaction 1000’s and drive tens of millions in income. A lot of them see remarkable outcomes (like 80% open charges and 30% click-through charges).
The common electronic mail size
Of the 1,000 emails we analyzed, we discovered that emails have 434.48 phrases on common. 434 phrases takes roughly 3.3 minutes to learn.
Why some professionals go along with shorter emails
Nonetheless, greater than 50% of the emails we analyzed contained 300 phrases or much less (a 2.3 minute learn time). With individuals receiving extra emails than ever earlier than, it is sensible that consultants are sending shorter emails. Electronic mail entrepreneurs want to face out to captivate their readers. Brief emails could be a superb technique for doing so.
Henneke Duistermaat is the founding father of Enchanting Advertising and marketing and one of many 100 high entrepreneurs whose emails we analyzed. She usually sends emails with lower than 300 phrases.
“Have you ever ever heard somebody complaining they’re not getting sufficient electronic mail? Everybody’s inbox is overflowing. We’re all time-starved. So, we love succinct messages that assist us make a fast resolution: whether or not to answer or not, whether or not to click on via or not”
Henneke Duistermaat is the founding father of Enchanting Advertising and marketing
Why some professionals ship long-form emails
But, 24.1% of the emails we analyzed contained 601 phrases or extra. And 11.4% of them had greater than 901 phrases, a learn time of roughly 6.9 minutes.
These consultants stand out by sending lengthy emails full of beneficial content material, like Ann Handley. Handley is the Chief Content material Officer at Advertising and marketing Profs, a advertising and marketing schooling firm, and one of many high 100 entrepreneurs we included in our analysis.
She sends her publication TotalAnnarchy through AWeber each different Sunday. On common, her newsletters include 1,838.5 phrases, which takes roughly 14 minutes to learn.
“It’s not that long-form emails are efficient. Moderately, what’s efficient is emails which have worth for the individuals in your record. I don’t set out each different Sunday with a objective of writing the longest electronic mail I probably can. However I do have a objective of writing an genuine, beneficial, enjoyable letter to every subscriber on my record. I put my coronary heart and soul into it, and that’s why individuals reply.”
Ann Handley, Chief Content material Officer at Advertising and marketing Profs
Matt Kepnes, writer and founding father of journey weblog Nomadic Matt, can be on our record of high entrepreneurs. He sends long-form emails as properly. On common, they include 802 phrases. As a substitute of linking off to posts on his weblog, he contains total articles inside his emails. These messages see excessive open and click-through charges.
“Individuals will learn longer emails if the subject is vital sufficient.”
Matt Kepnes, writer and founding father of journey weblog Nomadic Matt
How to decide on your electronic mail size
So how do you determine whether or not to ship quick or lengthy emails?
It will depend on your distinctive enterprise objectives, in response to Andy Crestodina, a high electronic mail marketer and the founding father of web site consulting firm Orbit Media.
“In case your objective is just consciousness, lengthy or quick is much less vital. If subscribers see it, prefer it, smile, you met the objective! In case your objective is visitors, then give the recipient the minimal quantity of knowledge wanted to determine to click on. The CTR (click-through charge) is every thing and extra textual content simply means extra noise of their inbox.”
A/B Break up Check
Our suggestion is to check. Your electronic mail size technique needs to be primarily based on knowledge. So carry out an A/B cut up take a look at to see what size electronic mail performs greatest together with your subscribers.
Electronic mail size tips
So the place do you begin? The one frequent theme we obtained from all our advertising and marketing consultants is your electronic mail wants to offer worth to your readers. In case you can say the identical factor with much less phrases, then achieve this.
You shouldn’t be too involved about ensuring your emails fall inside a sure phrase rely. Backside line is that if your emails include beneficial content material or affords, your subscribers are going to need to learn your electronic mail regardless of the size.
You might also discover the size of your electronic mail varies by the sort of emails you’re sending. Listed here are three sorts of emails and a few tips you’ll be able to comply with:
Electronic mail publication
Your electronic mail publication size might find yourself be your longest. Why? As a result of you might have a whole lot of content material to share. However don’t overshare, your objective with a publication needs to be driving visitors to your web site or touchdown web page.
The important thing to a superb publication size is to maintain every part temporary. Try this instance of our weekly publication. Total the e-mail is lengthy, however every part solely has 2 paragraphs every. To learn extra of the content material, it’s essential to click on to our web site.
Promotional electronic mail
I’d suggest retaining your promotional electronic mail’s quick. Use photographs and a robust headline to assist talk your supply. Get to your supply rapidly.
Right here’s an important instance from Grubhub. This electronic mail solely incorporates 3 sentences. They’re making an attempt to drive an motion primarily based on the picture, unique supply, and name to motion.
Welcome electronic mail
Your welcome electronic mail may very well be quick or lengthy format, it actually will depend on how a lot data you need to share together with your new subscribers.
Listed here are two examples that present each a shorter model and longer model, that each work.
Begin creating your emails right this moment
Right here’s some extra data that may encourage you to write down superb emails:
Prepared to start out utilizing this data to ship higher emails? Get began with AWeber Free right this moment.