There are certain questions people ask “just to be sure” they’re doing this email marketing thing right.
One of the questions I get a lot from credit repair business owners is:
“How many words should my marketing emails be?”
(or a variation like “how long should I write each message?” etc…)
200 words? Right…
800 words? Right again…
2500 words? Right again…
I can feel what you might be thinking… HUH?
The answer is: As many words as it takes to deliver an effective message and engage the reader.
There are no set rules concerning length of email at all. If you need a short message, use a short one…if you need a longer email to get an effective message across and drive sales of your credit repair products or services…by all means use it.
Now, let’s more clearly define what an effective email message actually is…
- One that engages the reader.
This seems like a “duh moment” right? I mean, you would think you would want to write messages that are interesting enough that people will want to read them.
Most credit repair business owners don’t.
Most email marketing messages are loaded with credit repair industry jargon, written in “professional” corporate language, and can put the reader to sleep. You need to engage your reader, write to them as though you’re writing to a friend, but with a simple to execute call-to-action in every email.
- One that guides the reader to the next logical step.
When someone reads an email, they want to get the “gist” of the message without reading every word. So get to the point, and guide the reader to the next logical step in your marketing process.
The next step could be a website, calling a phone number for a free consultation, or informing the reader that the next email is extremely important. Whatever it is, you need to ensure that “next step” IS the gist of the message being read.
- One that doesn’t have “fluff” or unnecessary words.
When a reader reads your emails, they are on a time-crunch. You need to respect that. Don’t make your emails longer than necessary to get your point across. Don’t beat around the bush with your message, get straight to the point, and create a simple call-to-action that the reader can act on easily.
And don’t include unnecessary “fluff” in your emails. A good rule of thumb is to write your email, and then re-read your message to eliminate any words or sentences that aren’t necessary to get your point across. Then, re-read your email one final time to ensure it reads smoothly with as few words as possible.
- One that contains a simple call-to-action.
A simple call-to-action is easy to execute, and is the “shortest path” to get the reader to do what you want them to. In other words, don’t include unnecessary options (like website, phone call, read another blog post etc…) all in the same call-to-action. Also, don’t make your reader figure anything out…you handle the brunt of the work required to allow a person to respond to your email offer, don’t place that burden on your reader.
They need to be able to follow the 3 R’s of call-to-action, read →respond →and react to your call-to-action. That’s it. You do the rest of the work.
The call-to-action needs to be easy to read…
The call-to-action needs to be easy to respond to…
So that they can react quickly.
- And finally, one that respects the reader’s time based on importance.
If you have something to write in an email, get the most important details out first. Don’t waste time “building up” to a climax, don’t beat around the bush, get to it. Your reader will thank you. They understand that you’re sending marketing messages to them, so don’t waste their time. Instead, show that you respect their time…and make them aware that you intend to do so through your emails (e.g. “I’m not going to waste your time here…”, “I’m going to get straight to the point” etc…).
In the end, you have as many words as you need to write an email…just don’t use any more than you need. If you can get your point across effectively in 50 words, do it…if you need 2500 words…do it. Then follow the tips outlined here and you’ll be on your way to more effective email marketing.