Long Emails Are Bad

April 7th, 2011 | By Anthony Schneider | No Comments

There are four great reasons not to send really long, big emails.

1. Focus on the Customer
Most marketers agree that you should focus on the customer. That means creating emails that are relevant, timely and, yes, short. We know that your content is gold,  the writing better than Virginia Woolf, and you’ve created images worthy of museums. Actually, we don’t. Keep it short. Focus on what your recipient wants to hear or know about — features, products, benefits that are relevant to him or her.

That stands for “my eyes glaze over.” If your recipient wanted an email the length of a Charles Dickens novel, they’d probably be reading a Charles Dickens novel and not checking email. Short and sweet is the way to go with email. Some studies say people spend 10 – 20 seconds with an email they want to read, others say it can be as long as 50 seconds. Either way, it doesn’t end in minutes. Brevity = soul of wit. Don’t try to include every piece of content, every image, every everything. Link to a website for more info. Emails should tease, condense, summarize. Unglaze the eyes and you’ll win customers.

3. Deliverability
Some email clients will mark as spam emails over a certain size or HTML length. So super-long emails may not make it to to the inbox in  the first place. In addition, a lot of your recipients may take one look at a long email and mark it “later” or simply ignore it. Your email cannot perform well if it doesn’t get delivered, opened and read.

4. Server Burden
Your image heavy very long email also puts a burden on the server, and while most email servers are fast and powerful, that can still mean delays in delivering emails and possible failure. Why risk it. Email is about being timely and concise — and getting to the inbox.

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More here:
Email Newsletter Best Practices
5 Tips for Image Heavy Emails

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