What’s the Best Length for My Email Newsletter?

Dave Charest — February 16, 2017 Follow @DaveCharest

I know you want a definitive answer.

So here it is: The best length for your email newsletter is approximately 20 lines of text.

We’ve found 20 lines of text — or about 200 words — results in the highest email click-through rate for most industries.

But that doesn’t tell the whole story.

The better answer: As long as it needs to be.

Let me explain.

The best length for your email newsletter depends on the action you want your reader to take.

All marketing emails follow the same basic formula: Picture, Paragraph, Call to Action. As for what to say in an email, you should follow a simple, persuasive formula for the content you’re writing by answering the following questions:

1. What are you offering? – This is your headline.
   
2. How will it help the reader? – This is your body copy.
   
3. What should they do next? – This is your call to action.

The amount of text you use changes based on the information the reader needs in order to take the action.

For example, if you want someone to click through to read a blog post, your paragraph needs to create enough interest to make them want to read more. You don’t need to add anything else.

But what if the action is bigger?

Perhaps you want someone to RSVP for an event. It’s likely your reader is going to need more information in order to make a decision. You’ll need to include information like:

• Purpose of the event
  
• Date and time
  
• Location
  
• Costs
  
• Answers to potential questions

Maybe you’d like potential guests to answer a poll. You may want to provide a reason why in order to compel more people to respond.

Here’s how to determine the best length for your email newsletter.

Start with this rule of thumb: If the action requires more of the reader, you’ll need to include more information.

Then ask, What information does my reader need to take the action I want them to take?

As always, be concise. Remove anything that doesn’t help the reader take that action.

That’s the best length for your email newsletter.

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