Have you ever wondered if your email campaigns are too long or too short? Well, there actually is email best practice when it comes to the length of your emails all depending on the type of campaign you are sending.
Campaign length best practice
Promotions, quick updates and high-converting campaigns: we recommend that these types of campaigns be kept very short and to the point with a maximum of 125 words. These campaigns should have powerful imagery, action-driven headlines and calls to action.
Product highlight or engagement campaigns: we recommend that these types of campaigns hit a sweet spot between short and long-form campaigns with 125 – 250 words. These campaigns are great for story-telling and relationship-building with your subscribers.
Newsletters, case studies, or educational campaigns: we recommend that these types of campaigns be 250+ words. With the correct layout and content, these long-form newsletters can be very effective in communicating a large amount of information.
Formatting Tips
Keep it skimmable
Most people scan emails rather than read them word for word. Use:
- Short paragraphs (1-3 sentences each)
- Bullet points or numbered lists to highlight key points
- Subheadings to break up sections
Prioritize the most important info
- Place the most important message or CTA at the top.
- Use the inverted pyramid structure (Attention → Interest → CTA)
Use engaging & readable fonts
- Stick to simple, web-safe fonts (Arial, Helvetica, Verdana, etc.).
- Font size: 14-16px for body text, 20px+ for headlines.
- Avoid too many colours—stick to your brand palette for consistency.
Call-to-sction (CTA) optimisation
- Use buttons instead of links for key actions.
- Make the CTA stand out with a contrasting colour.
- Keep the CTA text clear & action-oriented (e.g., “Shop Now” or “Get Your Free Guide”).
Add visual elements (but don’t overdo it)
- Use images & GIFs sparingly to complement the text, not overpower it.
- Ensure images have alt text in case they don’t load.
- Don’t rely solely on images—some email clients block them.
- Try to compress your images where possible without compromising the image quality
Conclusion
So to answer the question “Is there such a thing as too big?”. Yes, there is such a thing as too big. We live in such a fast-paced life that while long-form newsletters can be effective you need to be conscious about the value that your content offers as well as the type of subscribers you are emailing. In conclusion, keep your campaigns to the point, just like we did with this blog!
If you need any help with your email marketing, get in touch. We’d love to start a conversation and see how we can help you.
