I was talking to a marketer I respect the other day about copy length. We were talking specifically about blog posts, but the same idea applies to email.
He expressed the opinion that it’s better to write a less frequent number of longer posts (1000+ words) that actually stand the test of time. That aren’t written for the sake of communicating something.
I agreed, but with some caveats.
The danger with a longer blog post or email is that more things can go wrong. The most common error is you end up with a fragmented email about two or more key ideas.
The point of these emails isn’t to deliver a certain number of words to you each morning; it’s to get you to stop and think about marketing in a different way. To get you to examine an idea you perhaps hadn’t thought about.
It’s more effective to do that in 2000 words than it is in 300, but the word count isn’t really the point. Rather than focusing on how long your writing is, it’s better to ask how useful it is.
Collectively I actually send you a lot of words, but I choose to drip feed them into smaller more frequent bites. I’m under no illusions how many other emails you have in your inbox.
It’s tempting here to spin off and explain why frequency also matters, but that would take us into a second key idea and fragment the email… 😉
Resist the temptation and save the second idea for another day.