Today I received an email from a non profit organization that read like a novel. I’m surprised Google accepted it instead of marking it as spam. It was so long I copied it to Word and counted the number of characters and words.
3108 words. 21,000 characters. And it wasn’t a newsletter.
The call to action was buried on page 6. I didn’t make it past page 8.
We know that with our clients, less is more- we get much better responses from shorter email marketing campaigns.
In your next campaign, try a short, text only message. Keep it simple and direct- i.e., we are x% short of our goal this year and need your help- click here to give.
Try it, and as always, test against your standard communication. I think you will be surprised by the results.