Are shorter emails better?

From the front lines of copywriting and email marketing, a news flash:

A lot of what’s being written is too dang long.

As a copywriter, I am seeing this everywhere.

One of my clients is seeing massive unsubscribes on the longer storytelling emails we’ve been writing together for years.

Another one of my clients is asking to edit down a series of telesummit emails.

And I’m in the middle of trying to convince another client that shorter emails ARE better – even as she says “I love the lyrical poetry of what you write.”

I’m watching my very own evolution as a copywriter, right before my eyes.

I used to think that longer WAS better.

It showed thoughtfulness, art, and a capacity to go beyond “buy my stuff.”

But now, I’m finding that I’m not so sure about that anymore.

As the email templates fly into my inbox, and I see the standard email announcing a preview call going on and on and on…

…and I watch my OWN brain go: “just say something fresh and tell me why I should go already”

…it stirs my desire to take what the die-hard old-school copywriters teach (that stories, “point of view” and agitation that build to a climax where you get to relieve all that frenzy by taking action) and trim it down to its uncluttered, minimalist essence.

I’ve been following Laura Roder for awhile, and have been watching how her team put a short email together. It’s essentially something like this:

Email subject line: Are you really going to skip this?

Dear NAME,

Are you spending 4 hours a day writing your newsletter – and you still don’t get anyone reading it? [name the problem, precisely]

The simple truth remains – in the face of all that social media, video, and digital ways to gain visibility online, sending a newsletter is still the best way to turn readers into great clients. [tell ‘em why it matters]

I’m teaching a no-cost call to teach how I put together my newsletter in 60 minutes a week – and how committing to this simple act every week has made all the difference in the kinds of raving fans and loyal clients that I work with. [what hot topic they really want to know about – make it concrete]

Plus, you’ll hear my personal story of how I went from no one ever reading my newsletter, to getting thank you notes and purchase orders from people who I’ve never met. [Add your real “rags to results” story – that people would want to here]

It’s on DATE – would love it if you joined us!

You can get in on this no-cost training call here >>

YOUR SIGN OFF,

YOUR NAME

P.S. [Why this is worth their time. Don’t BS – make it a real reason]

I’ve been playing with this shortened approach to email writing, because I can’t escape the idea that long is killing people.

I think you can probably use this sort of problem/solution/personal touch/call to action format for all kinds of things – from promoting a free gift, to inviting your list to sign up for sessions (if you’re starting out), to offering videos or a preview call.

To be clear: I don’t ALWAYS think long is wrong… but this is just an experiment from my laboratory. (Plus, I’m all for not spending heaps of time on something that turns potential clients off, eh?)

Curious for YOUR thoughts on this – are you getting more response with longer or shorter emails?

Mighty thanks to State Records NSW flickr photostream for the long list