How long should a Newsletter be?

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6. How long should my newsletter be?

Content should be short, scannable and in small chunks. Readers spend just seconds skimming over emails, picking up on general keywords and topics. Should something be relevant from skimming they will then slow down and read more carefully. Start by writing your email, then remove half the words and then review and remove some more. You'll be getting close then to having just the key information.

But where do you put the full details that you want to share? Link from the short, scannable email text to landing pages that contain the full articles and information.

Juliana Weiss-Roessler

Depositphotos_9308459_xsThere’s no hard-and-fast rule for email newsletter length, though a good general rule of thumb is no longer than one printed page or roughly 500 words.

If you can accomplish your goals with fewer words, that’s often better. The less time you ask readers to give you, the more likely they are to follow through.

However, before you can determine your target length, it’s important to decide which newsletter format you’ll use. Here are a few of the more popular newsletter formats and the type and length of content that typically goes with them.

Teaser Newsletters

If your goal is to drive traffic back to your website, include multiple articles to increase the odds that something grabs their attention, but keep the copy for each one short. Write one or two engaging paragraphs for each and ask readers to click through to read the rest.

Many companies send out newsletters that feature teasers for the blog posts they published that past month, which also helps reduce the cost of producing the newsletter regularly.

Single Topic Newsletter

Single Topic Newsletter

Single-Topic Newsletters

If your goal is to have your audience read your entire message, then it’s in your best interest to include the entire article in your newsletter. Generally, you want to stick to 500 words or less.

We recommend that clients consider posting this article on their blog as well, so they get more use from the content. And even though you’ve chosen to feature this single topic, you can still link to other content that you’ve recently written on your blog. You can provide post titles as links or include short teasers of a few sentences each.

Email Newsletters and Messages – How Long Should They Be?

Email newsletters and messages are supposed to be going the way of the dinosaurs, but we have found lately that with more and more people dropping out of the marketplace, our message is actually being read and received even more than ever! Last month, we did a Marketing and Media Monsters (our niche based marketing site) taping on Email Newsletters and marketing ideas. Here is the answer to one of our viewer questions, how long should email newsletters or messages be?

If you are going to write LONG emails or blog posts, you have to earn the right. They SHOULD be 300 words, with longish ones going 500-700 words. While I can write really long ones, it took a couple of years to grow a readership (you guys!) who would want to have that kind of detailed marketing information available.

Emails should not be complex. Cover one topic per email and do not have all different kinds of options or actions that you want your reader to take. Having too many different ideas in one email dilutes the whole thing!

Emails should not be too detailed, when creating an email blast, it should be short, sweet and to the point! People do not have the time or attention span to read long emails. If you need to provide further information, give them a link to go to your blog post to get more information. Great idea to drive people to your blog or website.

Add some humor to keep people interested!

It is fine to include HTML or text based ads in your emails as long as the content you provide is amazing! You are not sending emails to be nice, you need to them to DO something such as visiting your blog, liking you on Facebook or narrowing themselves down on your list.

BEFORE you hit send, is it relevant to your list and are you providing value added content EVERY TIME? You can ruin all of your built up store of good will with just one badly timed email or one entirely self serving message.

Email marketing and newsletters are not dead, BAD email marketing and newsletters are dead! Every message has to be interesting and informative for your readers.

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