Why Less Is More When It Comes To Designing Your Email Campaigns

Less is always more when it comes to email.

Email campaigns are successful for numerous reasons. One of the main metrics used for showing the success of a campaign is that it has generated conversions. This often forces campaign designers to continuously add items to their campaigns in order to give audiences plenty of choices and maximise conversion opportunities.

However, this isn’t always the best option. In many cases, there are significant challenges for business owners who put too much into their email designs. For one, audiences feel bombarded. Even though the average time for reading an email has increased, the amount of time is still less than 12 seconds. That isn’t a lot of time for you to get the main message across.

Therefore, you need to remember the famous US Navy acronym KISS. KISS is an acronym with many different variations of the words, but they all mean the same thing: keep whatever you’re doing simple as this is always what works best.

Too Much Information Can Confuse Audiences

When you have too much information within an email, you can confuse audiences which can have three significant implications for your email. Firstly, it can mean that readers abandon your campaign quickly without converting. Secondly, it can increase unsubscribe rates as audiences think your campaigns are spam. Or, it might turn active subscribers into inactive subscribers who still receive your emails but never open them.

All of these aspects will lessen key metrics of your email marketing campaigns. This will make it more expensive to conduct email marketing, and make it seem less worthy. However, the issue is not to do with the email marketing system or your audience, but rather your campaigns’ design.

So, here are four ways to ensure you’re not overloading your campaigns with too much content.

1. Keep One Goal In Mind For Your Campaigns

The first things you need to do is to ensure that you’ve got one goal in mind for your campaigns. That one goal should lead to one action that the audience should take. The whole basis of this content should be that one goal and there should be limited mention of anything else than this.

2. Limit Images To One Important One

The next important aspect is to ensure you’re limiting content on an email to one image. There are a couple of reasons for this. Firstly, half of all emails are now opened on a mobile device, so more than one high quality image slows down the rendering of the email and increases the chance of email abandonment.

Another problem is that more than one image can be distracting. You are better placing one image that clearly demonstrates the core message than bombarding the email with lots of images. If you have more than one image to show, then perhaps have the other images on the next step, on the page they have to click through to.

3. Have One Call To Action

When you’re having two calls-to-action on an email you’re going to confuse audiences to what you want them to do. This can mean that some of your audience will not even bother with your call-to-actions and instead abandon the email. Instead, focus all your effort on one click-through action.

4. Too Much Text

Another key issue with email campaigns is that there is too much text content within it. You want audiences to be able to quickly read the content. Research has found that emails with between 50 and 125 words have a higher response rate than those with less or more words in the content.


The key takeaway is clear: less is definitely more when it comes to email marketing. So, look carefully at your campaigns and ensure that you’re not putting in too much into them.

How do you restrict content on your email campaigns? Do you keep emails simple? Does it work?

Let us know in the comments.

Image from Pixabay

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