Less is More in Email


Have you ever tried saying more with fewer words? Since studies show reducing the number of words in an email can actually increase your response rates, maybe it’s time to think about this when creating your next campaign.




For example, which would you rather read in this blog:


If you happened to read my previous post on the importance of writing compelling subject lines, then you’ll know how important each and every word of your email message can be. Now let’s focus on the main section of your email – the body text.




If you read my previous post on compelling subject lines, then you’ll know how important each word can be. Now let’s focus on the rest of an email.


See what I mean? Writing can be tough, especially for those who don’t consider themselves great writers. But, as with most things, good writing can (almost always ;)) be learned. Here are a few simple tips to get you started.


But first, write down your answers to these questions:


  • who is your target audience?
  • what’s the goal of your email?
  • what key points do you want to make?
  • what action do you want the reader to perform?


Ready? Now let’s think about how to create what you’ve just written down.



Be personal.

Of course, adjust the language to your audience. You probably know them best so you’ll know what they expect and what communication standards they’re used to.

Most of all, be natural.  Most marketing emails are a form of conversation, so address your recipients directly and use everyday (but polite!) language. This makes your messages enjoyable to read and helps strengthen relationships.



Be concise.

Don’t beat around the bush. According to Marketing Experiments Blog, if you cut the number of words in half, you can increase your click-through rate by 16%. Sounds worth it, right?



Organize the text.

Break it up with headings and subheadings. Attention spans can get shorter with every line of type, so don’t bog them down with long chunks of text. Instead, use bullet points and short, well-spaced paragraphs – so they can quickly scan or read whatever interests them.



Focus on your goal.

Keep readers moving − and clicking. Don’t make your email the final destination – use it as a hub to direct people to your landing page, social media profile, sign up forms – whatever achieves your goal.

And if the goal of the email is sales – make the call to action your primary focus. Don’t lose readers with a lot of text or make them hunt for your CTA.



And last, but certainly not least (and I can’t say it enough) – pay attention to the words you use in your emails. They’re the carriers of your brand message to current or potential customers. They have the power to make your messages return results − or not.


And well, since this post is about how less is more, let me stop here – until next time. Hope you find these tips useful – let me know in the comments.


P.S. Need an example? Here’s some food for thought for you:


  • Yariv Gai

    Thank you!