Real Magnet

Emailioration Monday, 3-5-12: Edit More, Write Less

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.