The ideal text in a mailing ranges from 50 to 200 words to maximize opens and clicks, as readers scan quickly on mobile devices. This balances clarity and engagement, preventing the message from getting lost in the inbox.
Imagine you send a corporate email to your list of subscribers and, instead of reading it in its entirety, they close it in seconds. You’re not alone: 47% of emails are opened on mobile devices, where attention spans last less than 8 seconds.
In this article, I’ll guide you step by step so that your newsletters and corporate emails convert without complications.
Why does text length matter in email marketing?
The number of words in your newsletter or email directly affects open rates, clicks, and conversions. Text that is too long is boring; text that is too short is not convincing.
- Limited attention: People receive dozens of emails every day. A concise mailing text respects their time and builds trust.
- Inbox algorithms: Providers such as Gmail prioritize short, relevant emails, improving your visibility.
- Key data: Emails with 50-125 words achieve response rates of over 50%, according to copywriting studies.
Think of it as a friendly conversation: say what’s essential, invite action, and let the reader decide.
The 60:40 rule in email: the perfect balance
You’ve heard of the 60:40 rule in email, right? It refers to allocating 60% of the space to text and 40% to images (or vice versa, depending on the approach). This creates a harmonious visual flow that keeps the reader engaged.
- Why it works: Text provides value (explanations, calls to action), while images capture emotion. In email marketing, this reduces the bounce rate by 20%.
- Practical application: For a newsletter of 150 words, devote 90 to descriptive text and the rest to visuals that reinforce the message.
- Variation for brands: Large companies such as H&M use 70:30 for visual campaigns, prioritizing product photos.
I recommend reading: My company’s email is not receiving emails. Solution
Recommended length according to the type of mailing
There is no one size fits all for mailings. Adapt the length to the objective and audience. Based on data from platforms such as Drip, aim for proven ranges to maximize impact on companies and brands.
Informative newsletters
Ideal for sharing weekly updates. Keep the mailing text to 100-150 words so as not to tire the reader.
- Example: A newsletter with hosting tips, such as Neolo’s, could list 3 quick tips, with bullet points and a link to detailed guides.
- Benefit: Increases reading time by 30%, fostering loyalty.
Corporate or transactional emails
For confirmations or reminders, be ultra-concise: 50-100 words.
- Focus on key facts: “Your domain renews on 11/15. Act now.”
- Reason: Improve click-through rates by 48% with short texts.
Promotional emails for brands and companies
Here, 150-200 words allow for storytelling without exaggeration.
- Include a clear offer and brief testimonials.
- Fact: Sales emails of this length convert 49% more.
Remember: always test with A/B testing for your specific audience.
Examples of successful brands in email marketing
Seeing concrete examples inspires you. These brands have mastered text mailing with measurable campaigns.
- Morning Brew: Their newsletter uses only 120 words for news summaries, achieving 4 million subscribers. The secret: punchy bullet points and light humor.
- Amazon Music: Sends 80-word promotional emails with personalized playlists, increasing clicks by 25%. Focused on “listen now” with a central image.
- Canva: Their corporate emails of 150 words include editable templates, with open rates of 35%. They use the 60:40 rule to balance tutorial text and visuals.
These cases show that, for companies, brevity generates real results.
Tips for optimizing the text in your mailings
Beyond the basics, these tricks effortlessly elevate your email marketing. They are expert insights that you won’t find in generic blogs.
- 3-breath rule: Write paragraphs that can be read in 3 breaths (maximum 30 words). This reduces cognitive fatigue by 15%, ideal for mobile newsletters.
- Micro-rhetorical questions: Insert a question at the beginning. This increases engagement by 22% by activating “response mode” in the brain.
- Echo words: Repeat a secondary keyword 2-3 times, but in a natural way.
- Reverse close: End with an open-ended question instead of a direct CTA. Encourages 30% more responses in corporate emails.
- Activate reply mode: Many people want to reply to emails but find themselves faced with addresses that don’t receive replies.
Try one per campaign and measure the results. You’ll be surprised how simple it is.
Conclusion
In summary, an effective mailing text is 50-200 words long, follows the 60:40 rule for visual balance, and adapts to the type of email. For brands and companies, prioritize clarity and testing for newsletters that convert.
Remember: less is more when it comes to capturing attention in the saturated world of email marketing.
Relevant FAQs about mailing length
What is the maximum number of words for a newsletter?
Up to 150, to keep engagement high without overwhelming the reader.
Does the 60:40 rule apply to all devices?
Yes, but adjust for mobile: more text at the top, images at the bottom.
How do I measure if my text is effective?
Check open rates (>20%) and clicks (>3%) in your email tool.
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