When it comes to crafting effective email campaigns, you may be wondering how, not just the content, but the length of the email could impact its engagement levels. You're not alone! And we're here to break down the differences, pros and cons of long vs short emails. Here we go...
Long Emails:
Detailed Information: Long emails tend to provide more detailed information about a product, service, or offer. This can be beneficial for customers who prefer a comprehensive run-down before making a decision. It allows you to explain features, benefits, and address potential concerns, which can build trust and confidence.
Perceived Value: Lengthier emails can create a perception of higher value. Customers may perceive that more effort and thought went into crafting a detailed email, which can positively influence their perception of your brand and offerings.
Engaging Storytelling: Long emails often provide an opportunity for storytelling and narrative development. This can help customers emotionally connect with your brand or product, making it more memorable and persuasive.
Time Investment: A down-side to long emails is that they require more time and attention from customers. Some customers may not have the patience or willingness to read lengthy emails, especially if they are busy or have a short attention span. There's a risk of losing their interest or having the key message get lost in a sea of text.
Short Emails:
Concise and Scannable: Short emails place most of the focus on delivering the key message or call to action. They are easier to read and can be quickly scanned by customers, allowing them to absorb information efficiently.
Sense of Urgency: With an emphasis on brevity, short emails often create a sense of urgency, encouraging customers to take prompt action. They convey an impression that an special opportunity or limited-time offer is at hand.
Mobile-Friendly: Most people have increased mobile usage these days, and will check their emails on these devices. Short emails are perfectly suited to the smaller screens of mobile devices as they are less likely to overwhelm users or require excessive scrolling.
Lack of Depth: While short emails can be effective in capturing attention, they may lack the depth and comprehensive information that some customers desire. This can be a challenge for complex products or services that require more explanation.
With all that in mind, the main deciding factor of the length of your email, aside from the objective of that campaign, is often simply the balance of customer preferences. Certain types of customers seek education and information based content, and hence will respond well to longer emails that provide value. Others will prefer light-hearted, entertaining or promo based content, and therefore prefer a shorter email.
Email length is a very intriguing element of email marketing strategy and it's totally worth testing and evaluating for your brand. Let us know what you discover!
