Why short marketing emails work better

When was the last time you read the email consisting of 500 words or more to the end? Without jumping from the second sentence right to the last one. I'll bet anything you simply closed that email being at least in the middle and moved it to spam. If you do not read long wordy texts, so why you think your customers should? That’s the issue.

Simple, Short, Clear: the Tenets of Effective Marketing Emails

In 2015, Bloomberg analyzed 40 million emails sent through their platform. Based on the investigation, they determined simplicity, shortness, and clarity as the key tricks of successful marketing emails.

Be simple

Let’s divide marketing emails into three reading levels - kindergarten, high school, and college. You’ll be surprised to know that the texts with the kindergarten reading level are the most effective and get the highest response rate, while the ones for high school and college fall behind with the lower rates.

Be short

Marketing emails with short words, short sentences, and short paragraphs receive the 53% response rate. While most of the emails are opened and read on mobile devices, you should aim to be short and laconic. A 5 sentences email might suffice. Keep in mind, you won’t win a Pulitzer Prize for email novellas. Respect your customers’ time.

Be clear

When still writing marketing emails with many paragraphs, make sure you didn’t leave any open-ended questions. When you ask a recipient about their thoughts regarding the content in the email, it might be very confusing the thoughts about which exactly part of the email you’re asking about. Be accurate and specify what you want the recipient to respond to.

How to write short, clear and easy to read marketing emails

Write as short as possible. Read this sentence a few more times and fasten it in your mind forever.

Although Stephen King is already 71 and deals only with the literature, his words “To write is human, to edit is divine” will remain true for every email marketer. Edit each marketing email by ruthlessly taking out 50% of the words you’ve written. Forget about the times you were getting paid for every single word. This time you get paid for the conversion of the lead into a client, or for the action the client takes after reading your email.

Your opinion doesn’t matter

Here is a bit of advice. Avoid the filler like In my opinion, I think, In fact, to be honest, and other similar stuff in your emails. The recipients are not interested in what you think. They want engaging content and useful information. Do not hesitate to delete all phrases that implicitly or explicitly display your attitude or opinion regarding the subject matter.

Get straight to the point

Phases like Sorry for bothering you and I want to touch base, do not make your emails look professional. When you apologize right from the beginning, it doesn’t make you polite, it shows how uncertain and unconfident you are. I want to touch base doesn’t make it clear what exactly you want to discuss. It’s vague and inappropriate in business correspondence. Do not go round the houses, write accurately and consistently.

Do not try, just do

When you respond to the client’s request with the phrase I’ll try to solve the problem, mind now that you do not sound persuasive and, again, confident. By saying so to the customer, you cause suspicion that you are not qualified enough to actually solve the issue. Be precise. Instead of writing I’ll try to solve the problem, describe how exactly you’re going to help.

Other phrases to avoid:
As I mentioned before
The problem is
No problem
I understand how you feel
If it’s possible
As you know

When shorter doesn’t mean better

Do not take it literally and do not create your own language consisting of abbreviations and shortcuts to write as short emails as possible. Feel the limit. In the marketing emails, only generally recognized business-related abbreviations can be used, like NDA. Never use ASAP, AFAIK, FYI, BTW, IAC, etc. Your customer is not your friend. And one more thing. Forget about emoji when you write a marketing email. That’s it.

Nick is a professional content marketer and writer at MySignature. He has been working in digital marketing for more than 5 years.

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