EmailLength2Email is arguably the backbone

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of your entire ecommerce marketing strategy. When done right, that channel is a surefire way to reach your audience and get them to spend money at your store. Basically, email is your business’ lifeblood.

In fact, Ezra Firestone, CEO of Smart Marketer, estimates that 30-40% of your generated revenue should come from email. From a welcome series to an order follow-up, there are lots of emails you’ll want to send to nurture leads and drive conversions.

And while there are a number of factors that contribute to special lead a campaign’s effectiveness, email length has always been a bit of a question mark. There’s a fine line: make your email too short, and you may miss opportunities to convey important information to your customers, which could result in a lost sale. Make your email too long, you risk boring your audience and they’ll move on, forgetting your email entirely.

So, how long should your ecommerce marketing emails be? I don’t think you’re going to like what I have to say, but the short answer is, it depends. Hey – I don’t make the rules.

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There have been tons of studies about ideal marketing email length. One study from Boomerang found that, for optimal response rate, 50-125 words (a few sentences, or one longer paragraph) is ideal. Another, from Constant Contact concluded that the golden number for ecommerce newsletter emails is actually 200 words (or ~20 lines of text), which is shown to have the highest click-through rate.