Around this same time last year, our Founder and Managing Director, Lisa Kirschner, wrote about email brevity and how keeping your messages short and sweet will benefit your business in the long run. As you surely know, today's digital environment is evolving on what seems to be a minute-by-minute basis. So, it's worth asking if email brevity is still the way to go. Are email recipients looking for more "meat" in your messages now that our calendars have rolled over into a new year? The answer is "that depends".
When communicating with your audience, you always want to speak their language. (As the Daily Mail so eloquently stated, "Even the coolest grandmas are unlikely to use the word 'bae'.") You should also be sure that you are accommodating their lifestyle, not your own. You may have plenty of time on your hands to craft a perfectly-executed 2,000 word email, but you'll be hard pressed to find an adult who has time to read it. If you're marketing to busy professionals, a few lines of copy and some easy-to-digest imagery are really all you need. On the other hand, if you are communicating with intellectual, avid readers who are not typically in a hurry, it may be fine to load them down with all of that text.
Another good rule of thumb for determining the length of your email is to consider the purpose of your message. Are you simply sending a coupon or discount code? If so, why would you need any additional text? A promo offer like that is pretty self-explanatory. Newsletters are a different story, however. These are inherently longer, of course. Take the time to think about what you hope to accomplish, and use good sense or consult with an expert to ensure that your content fits the bill.
In the end, sending a high-quality email is much more important than any concerns you may have about quantity. If you have more questions about creating an email marketing campaign that will provide maximum benefit to your business, contact a member of the Flair Interactive team for a complimentary 15-minute consultation.
Click here to view the original post, The Power of the Nine-Word Email, published on January 6, 2015.
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Image courtesy of Hubspot. Used with permission.