If you're reading this, you’re probably wondering whether to go long or short with your email copy. It’s the age-old debate, right? Let’s dive into the world of email copywriting and figure out which style will get your audience clicking and converting.
Short-Form Copy
Short-form copy is like the espresso shot of email marketing – quick, strong, and gets straight to the point. We're talking about emails that are concise, usually around 50-150 words, and often designed to spark immediate action. Think flash sales, quick updates, or punchy announcements. The goal is to be as clear and engaging as possible without wasting any words.
Long-Form Copy
Long-form copy, on the other hand, is more like a leisurely cup of tea. It takes its time to build a narrative, provide detailed information, and thoroughly convince the reader. These emails can range from 300 to over 1,000 words. They are perfect for storytelling, educating the audience, or explaining complex products or services. Long-form emails aim to build trust and provide value through detailed content.
Which Converts Best and When?
Now, you might be thinking, "Just tell me which one is better already!" Well, it’s not that simple. The effectiveness of short-form versus long-form copy can depend on various factors such as your audience, the nature of your product, and your campaign goals.
- Short-form copy tends to work best for audiences who are already familiar with your brand or product. It’s great for promoting limited-time offers to existing customers, simple updates, or driving quick actions.
- Long-form copy shines when you need to build a case for your product or service. It’s ideal for new product launches, educational content, or when you're addressing a more complex topic.
Know Your Brand and Audience
One size doesn’t fit all in the world of email marketing. The performance of long or short copy can significantly depend on your brand and your audience. For example, if your brand is known for detailed, thoughtful content, your audience might appreciate and engage more with long-form emails. Conversely, if your brand’s tone is snappy and to-the-point, short-form emails might be your best bet.
Test, Test, Test!
The golden rule in marketing: always be testing! To find out what works best for your brand, try A/B testing different email lengths. Send a short-form version to one segment of your audience and a long-form version to another. Analyze the open rates, click-through rates, and conversion rates to see which performs better.
Also, don't be to hasty with your testing here, for instance, if you run an A/B test on an email campaign and find that the short copy variant performed best, you might be tempted to convert all your email flows and future campaigns to short copy. Don't do this. Run the campaign test several times, ideally to different segments. And in terms of flows, it's best to test at an individual email level, e.g. you may find that your abandoned cart emails perform best with short copy but your customer winback emails perform best with long copy.
Average Click Rates: Long Copy vs. Short Copy
Curious about the average click rates for long-form and short-form emails? Here’s a snapshot of what you might expect:
- Short-form copy: Click rates can vary but often range from 2% to 5% depending on the offer and audience familiarity.
- Long-form copy: Click rates for long-form emails can be quite impressive, ranging from 3% to 7%. This is because engaged readers who invest the time to read the content are more likely to click through.
Remember, these are just averages and your results may vary. The key is to test and find what works best for your audience.
When to Use Long Copy
- Complex Products: When your product or service requires a detailed explanation.
- Storytelling: If you have a compelling story or case study to share.
- Educational Content: When you’re providing in-depth information or tutorials.
When to Use Short Copy
- Flash Sales: Promoting a limited-time offer.
- Quick Updates: Sharing brief news or announcements.
- Simple Actions: Encouraging quick actions like signing up for an event.
Pros and Cons
Here’s a quick rundown of the pros and cons of each style:
Short-Form Copy
- Pros: Quick to read, straight to the point, higher engagement for known audiences.
- Cons: May lack depth, not ideal for complex topics.
Long-Form Copy
- Pros: Provides detailed information, builds trust, great for storytelling.
- Cons: Requires more time to read, may not engage all audience members.
Conclusion
So, which email copy converts best? It all boils down to your audience and your goals. Whether you choose long-form or short-form copy, the key is to provide value and engage your readers. Test different approaches, analyze your results, and fine-tune your strategy.
And remember, you don't have to commit to one style for all your emails, it's perfectly fine to have a mix of long-form and short-form emails.
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