The Long and the Short of It

When it comes to email, how long is too long?

Short paragraphs? Yes! Short sentences? Please! Short simple words? Absolutely! Short emails? Not so fast.

Here is a great article posted ClickZ, Who Says People Don't Respond to Long E-mail Copy?. Author, Karen Gedney tells us "don't write short copy because everyone tells you it's the only way to go. Instead, try testing long copy vs. short copy in a head-to-head test to find out what your audience responds to best." We agree with this approach, Karen. We are also reminded that placement of links is important and sidebar (callout or hotbox) is particularly important in generating clicks.