The conversation around how to get people to open, click, and convert on marketing and sales emails has been intense for almost two decades.
Some people swear by short emails. Others see success from emailing lengthy stories that build trust and relationships. You can find studies that tout both approaches.
So, what are small marketing teams supposed to do?
Let's start by acknowledging two things...
- The answer is not simple.
- Most "experts" who are pushing a one-size-fits-all email length are either wrong, misleading you, or using outdated proof points.
Ideal email length actually depends on many factors, such as:
- Who you are emailing
- What they know about you
- What you have emailed in the past
In the latest episode of the Pipeline Ops podcast, I break down two long emails of similar length to prove that this discussion should not just be about wordcount.
I give your small marketing team a lens in which to view your email marketing strategy that highlights when to use short-form, medium-length, and long-form email copy.