How Much Text to Include In Your Company Emails

TextHow much text should you use in emails?

It’s an important question and one that often comes up in email marketing discussion.

One frame thought leans toward using sparse text in emails. The idea is to not overwhelm email subscribers with too much information. In this instance, email is seen as the gateway to the website and the goal is to get email viewers to click through to the website as fast as possible. Too much text will not interest the casual reader and they’ll simple delete anything with text.

The other viewpoint is to include every word that is necessary to sell the customer on your product or service. The folks that believe the viewpoint that a little more text than usual is a good thing believe it’s good to provide value with each email.

The two viewpoints compete with each other, but there is room for each in the email marketing world.

For this post, we’re going to look at emails that use lots of text in emails to add a little more value with each email. This method is good for a variety of businesses and seems to be working for many including the businesses below.

Length of Text in Email Marketing Messages

Each of these is an example of using more text than is considered normal.

The idea of overwhelming email subscribers with too much text is an old thought. Today, email subscribers are looking for value from emails. People are bombarded with spam all day long so it’s nice to see an email with substance.

If you can provide value with your email marketing program you can provide something that not many other companies are providing. This will set you apart from the competition and set your business up for success.

Take a cue from these three companies and start using a little more text in your email marketing.

Mark’s Daily Apple

Marks Daily Apple

Mark’s Daily Apple is a huge resource for primal health information.

The website offers great articles on how to get yourself into shape by eating right and exercising. Mark is the owner of the site and its biggest personality. He shares insight into how he has changed his life and how his followers have as well.

Mark’s email program is very successful. It seems he does well with each of his email newsletter updates. The emails are longer than most of the others you’ll see in this industry. Some emails are full of products and really pushing merchandise.

Mark’s emails focus on the content first and also sprinkle in a few ads for his products. The content in the email is designed to provide value to a topic the subscribers are interested in. The content leads the subscriber back to the website to learn more while also exposing subscribers to products that can help them with their health situation.

It’s this blending of valuable content and branding that can lead to long-term profit from email subscribers.

LL Bean

LL Bean

LL Bean is in the outdoor retail and direct mail industry.

For decades, LL Bean has been one of the best companies at understanding copywriting and selling. They have used copywriting techniques in their catalogs for years to persuade consumers to purchase products.

The folks at LL Bean understand that it’s important to provide enough text to convince subscribers that they will be making the right decision. It’s so important to make your customers feel like they are making the right decision even after they make a purchase.

This screen capture is the footer of a recent LL Bean email. I thought it was interesting that LL Bean included some information about their shipping policies as well as email preference information.

For the subscriber that is really on the cusp of making a purchase it can be important to read through all this information before finally committing to purchase.

The thing with email marketing is that some people will want to read as much content as they can before they feel comfortable making a purchase. When an email only has just a call to action button it can turn these customers off and leave them going elsewhere to find the answers they are seeking.

Hotter Shoes

Hotter Shoes

Hotter Shoes really has an email marketing program that stands out.

The shoe industry is incredibly competitive so it’s important to stand out and add value wherever possible. Hotter Shoes uses content in their emails to add more value. They provide insight into their business and their industry.

Customers appreciate when you share knowledge and make their lives better. There is value in providing this for them especially when they can’t get it anywhere else.

Your emails can contain more text and content than other email marketing programs. It’s a great way to stand out from the other emails in the inbox.

Just be sure to focus on adding value and making it worthwhile for subscribers.

Try adding more text in your marketing emails. It could turn into better conversion.

Text image courtesy of katerha

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