Short And Sweet is Current Customer Preference for Email Content January 15, 2021, | Posted by Guest

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A good email marketing professional never stops tweaking their strategies; that’s a consistent truth across the industry. Testing is constant, and A/B testing is never-ending, as marketers look to get better and better results with every campaign, and to analyze failures and see what can turn them into successes next time. In addition to testing, studies done by massive companies who have the resources to track trends across multiple industry leaders provide key hints as to the way that consumers, business owners, or both groups are responding to certain pressures--and what preferences they might have. Site Impact makes it a point to keep an eye not just on our clients’ data and metrics, but also on the industry as a whole, and today we’re passing on the latest important trend.

 

How long to make email copy?

One factor that marketers constantly tweak is copy. How long an email should be--from subject line to body copy--is an evolving issue, and there’s no one particular length that is universally appropriate. There is consistent evidence, however, that shorter is better than longer, provided that the message comes across cleanly and clearly. Studies indicate that consumers and business buyers alike want their email marketing messages to get straight to the point; unless they’re specifically intended to educate on more complicated issues, marketers should focus on putting things across in as few words as possible, to accommodate busy schedules and occupied minds.

 

Write to audience, situation

The idea of writing to the audience is not a new one; it exists in every format that publishes, because that’s at the heart of what communication is about. But with email marketing efforts, this truism takes a particularly nuanced twist. Smart marketers select their audiences, but even smart marketers can forget to really think about the implications of what that audience targeting and selection can mean for their copywriting efforts. The level of detail that one group needs is not going to always be the same as another; and the amount of words that works well in one demographic may not do the same wonderful job for another. There’s also the situational angle to consider: if you write an overly-short message about a tragedy and its impact on your business, it can come across just as badly as one that’s too long. Make your decisions on email marketing content with regard to both the situation at hand, and the audience you’re sending to, and you’ll find that the word counts fall into line quickly.

 

Email marketing efforts are a seemingly continual cycle of testing, reviewing, revising, and putting forth new strategy; but there are some things that are easy to track and review across the entire industry, to take the advice on for yourself. When it comes to email performance, length of both subject lines and body content can play a major role, and it’s important to stay within the preferences of your audience. Write to the situation you’re addressing, make sure to cater to the interests of your audience, and err towards shorter rather than longer messages, and you’re likely to find success. Contact Site Impact to hear how we can help you to keep getting more from your email efforts.