Why the Amount of Content in Your Email Matters

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In the last three years, email has made a comeback that has shocked specialists in the marketing industry. Today, it’s considered a necessary component in online marketing strategies. But the question is: are audiences really reading them?

On average, people decide if they want to finish reading an email in 3-4 seconds , and the average person’s attention span has been rapidly decreasing in the past 10 years. With that being said, it’s crucial to have just the right amount of content in order to have readers click on your link or purchase your product.

So how can you make sure you have the right content in your email, and why does it matter? Read on to get the answers.

Attention spans are dwindling.  

The human attention span is now .75 seconds shorter than a goldfish. This is the primary reason why emails need to be kept interesting and concise. Utilizing different visual elements like videos, gifs, and photos is a great way to catch your audience’s attention to get them to read the rest of your content.

People want information they’re interested in.

It’s easy for writers to forget who they’re writing for. While you might think the content in your email is interesting, it could be completely irrelevant to your audience. Keeping your email filled with information that’s interesting to your reader will give them a chance to browse over information they actually care about without having to dig through extra details.

Your CTA should be easy to find.              

Getting readers to follow through your call to action (CTA) should be the overall goal of your email campaign, which is why creating a strong, noticeable CTA is vital. But if you have too much content, your CTA will be difficult to find. On the other hand, if there’s not enough content, your reader may not have enough information to justify following through by clicking on your CTA.

People want visuals.

As mentioned earlier, integrating visual elements is a great way to get your reader’s attention. Audiences expect there to be some type of intriguing visual aspect of your campaign because people want to be entertained. Search for creative ways to convey your information instead of simply typing it out. Whether it’s embedding a video, GIF, or another type of image, there are plenty of options out there for you to utilize.

No one likes spam.

Did you know that adding too much content in your email can result in being flagged for spam? Adding the right balance of content is necessary so you don’t offset your audience or their inboxes. Mailchimp had some great advice to avoid being flagged:

  • Design your campaign to be clear, balanced, and to promote engagement from your subscribers.
  • Be consistent. Try not to stray too far from the content and design that your audience already associates with your brand, website, or social media channels.

People don’t like confusing topics.

Once you’ve defined what the purpose of your email campaign is, you need to focus on what the topic will be. Try to avoid combining different topics into one email. It’s best to keep your content under 750 words and let great visuals to do most of the talking for you. 

Take a look at some of our favorite emails that demonstrate the right balance of content and imagery:

As you can see, the designers relied on visual elements to convey their information. We love that they’re all short, concise, powerful emails that won’t obliterate mailboxes.

Want to get started on your own email campaign? Reach out to our team! Our Digital Marketing experts are happy to help you create and analyze email campaigns that will make an impact.