Have you ever wondered how long a newsletter should be to effectively convey your message?
The right length can increase engagement and keep your subscribers interested in your content, while the wrong length can lead to boredom and subscription cancellation.
In this article, we’ll explore what the ideal length for each newsletter type should be and how to strike a balance between providing valuable content and keeping your subscribers engaged.
Let’s get started!
Factors that determine email newsletter length
The ideal length of your newsletter depends on several important factors. These factors include the content type, target audience, and the purpose of the newsletter.
Let’s take a closer look at each of these factors.
Content type
Different content types require different lengths to effectively communicate their message. If your newsletter contains detailed information or long-form articles, it will most likely be on the longer side. If you’re just sharing quick updates or simple tips, your newsletter can be much shorter.
Target audience
The people to whom you are sending the newsletter can also influence its length. Busy professionals looking for concise information may not have time to read a lengthy newsletter. In this case, you may want to keep your newsletter short and to the point. If your target audience, on the other hand, is interested in in-depth analysis and research, you may consider writing a longer newsletter.
Purpose of the newsletter
The reason why you’re sending the newsletter can also influence its length. If your goal is to simply keep people informed and updated, a shorter newsletter may be all you need. However, if your goal is to educate and engage your audience, a longer newsletter with more detailed information may be more appropriate.
Gmail clipping
Gmail clips emails that are more than 102kb in size. This hides the email content and users need to click a link to view the rest of the email. This can cause your readers to miss out on important information if the most crucial content is buried in the clipped section.
Keeping in mind the factors that influence the ideal length of your email newsletter, let’s take a look at what the average length for different types of email newsletters tends to be.
What is the average length for different types of email newsletters?
When it comes to newsletter length, different types of newsletters will have different length. However, according to Constant Contact, the ideal length of a newsletter for maximum click through rates is about 20 lines of text.
This number varies depending on the type of newsletter, so here are some common types of newsletters and their average lengths.
1. Welcome email
A welcome email is typically sent to new subscribers as a way of introducing them to your brand. For this type of email, a shorter length is usually the best. Aim for 8-10 lines that include a warm and friendly greeting as well as a quick overview of what they can expect from your future newsletters.
2. Promotional email
A promotional marketing email is used to promote a specific product, service, or event. When it comes to these types of email, shorter is better. Short, punchy emails can grab the attention of readers and quickly convey the most important information. The ideal length for a promotional email promoting a simple sale or discount is 10-15 lines.
3. Curated newsletter
A curated newsletter features a collection of articles, resources, or other content that is hand-selected by the newsletter creator. The length of a curated newsletter can vary depending on how much content is included, but they tend to be on the longer side.
The idea of this type of newsletter is to provide a comprehensive collection of information that your audience will find valuable.
4. Email digest
Email digest is similar to curated newsletter except that it contains most of the articles from the publisher itself. The length of an email digest newsletter varies according to the frequency of the email and the amount of content published on the website since the last send.
5. Editorial newsletter
An editorial newsletter is often used to showcase thought leadership, share industry news, and provide expert analysis and opinions on current events or trends. This newsletter type tends to be on the longer side and generally ranges between 20-200 lines.
6. Interview newsletter
An interview newsletter is created by conducting interviews with people who are experts in a specific field or topic. It typically contains a transcript of the interview, as well as an opinion and analysis from the interviewer.
The length of an interview newsletter will depend on the length of the interview itself. However, even if the interview is long, you can still keep the newsletter concise by including highlights or key takeaways for your audience.
The ideal length for an interview newsletter with key takeaways is 15-120 lines. There is no ideal length for a full interview newsletter, and it’ll be determined by the length of the interview.
7. Blog update newsletter
A blog update newsletter is sent to notify subscribers about new blog posts or updates on your website. These newsletters tend to be shorter, usually just a quick update with a link to the latest post. The ideal length is anywhere between 5-8 lines.
When it comes to newsletter length, there is no one-size-fits-all answer. It’s important to consider the type of newsletter you’re sending and what will be most valuable and engaging for your audience.
With the right balance of content and length, you can create newsletters that your audience will look forward to receiving.
Best practices for making newsletter engaging
Keeping your newsletter at the ideal length can be difficult, but there are a few best practices you can use to make sure it is engaging.
Here are three key tips to keep in mind.
Be personal
Being personal means writing as though you’re speaking to a single reader. This creates a sense of connection with your readers and they’re more likely to engage with your content. Being personal involves using a conversational tone, addressing the reader by name, or sharing personal experiences that will resonate with your audience.
Keeping the content relevant
The most important thing you can do to keep your newsletter length in check is to make sure that every piece of content you include is relevant and valuable to your audience. If you’re including content that doesn’t add value, it’s taking up valuable space and increasing your newsletter length.
Make use of visuals
The saying “A picture is worth a thousand words” holds particularly true when it comes to creating effective newsletters. Including images, graphics, and infographics can help effectively convey your message and break up large blocks of text to make it more visually appealing.
If you’re worried about gmail clipping, you should know that image size doesn’t contribute to overall email size as the images are not sent as attachments but are hosted externally.
Break up content into smaller chunks
If you have a lot of content to include, breaking it up into smaller chunks can also help make your newsletter more manageable for your audience to read. Consider using subheadings, bullet points, and other formatting tools to help break up text and make it easier to scan information.
Wrapping up: How long should a newsletter be?
Determining the ideal length for your newsletter will depend on a variety of factors, including the type of newsletter you’re sending, your target audience, the purpose of the newsletter and the Gmail clipping. However, by keeping your content relevant, making use of visuals, and breaking up content into smaller chunks, you can create newsletters that are the right length to engage and inform your audience.
Remember, there is no one-size-fits-all answer when it comes to newsletter length.
