Lester Wunderman, the founder of direct marketing, remarked that the right length for any direct response communication is as long as it can be and still hold the reader’s attention. I think the same is true, but the window of attention has narrowed considerably. To many of your subscribers, 140 characters now constitute a complete paragraph. Compounding the challenge for email marketers is an increase of inbox clutter as well as multiple brands and channels vying constantly for a limited supply of attention.
So be brief. Start with a point for your message and stick to it, vigilantly. Your subscribers – and your metrics – will thank you.
Each week on “Emailioration Monday” we spotlight a single tactic you can implement this week in order to improve your email marketing. Share tips of your own on Twitter at #Emailioration, and see the full collection of Emailioration tips here.