SHORT VS. LONG COLD EMAILS: WHAT WORKS, AND WHEN?

SHORT VS. LONG COLD EMAILS WHAT WORKS, AND WHEN

When you send an email to your prospects or leads, your goal is likely to engage them and prompt a reply or click. But as you optimize your messaging for success, the question of email size will inevitably come up. Should you write a short and sweet message that gets straight to the point and prompts your prospects to learn more, or an in-depth message that gets them to learn more about your company?
Especially for cold emails, the correct answer to that question can make the difference between turning a prospect into a lead or customer and becoming just another message in your recipients’ overflowing inboxes. Whether your cold emails should be short or long depends on your goal, but will also be influenced by the structure and content of the email itself.

Defining Your Email Goal

There is no way around this fact: every promotional email you send should have a defined goal by which you measure its success. For most cold emails, that goal is likely to be some sort of engagement, from replying to the message to clicking on the call to action. The exact nature of that goal will play a major part in the length of your email.

Regardless of the goal you set, every email should drive toward a call to action that seeks to accomplish that goal. The nature of that call to action, of course, depends on just what you want to accomplish.

Every #email should drive toward a #calltoaction. #sales #salestips

When Writing Short Messages Makes Sense

Ultimately, any goals related to simply driving website clicks will benefit from a short message. If your aim is to get your prospects to learn more about you, outlining in a few words what makes your business valuable and prompting them to learn more through a single click can be immensely effective.

 

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In fact, a landmark study found that sales emails between 50 and 125 words received the highest response rates. That’s because they get straight to the point, catching and keeping the attention of prospects that only spend between 15 and 20 seconds reading an individual email.

Short messages, then, make sense for cold emails because they get your point across quickly and efficiently. However, they are not always the ideal choice; in fact, some scenarios require longer emails for optimum effectiveness.

Some scenarios require longer #emails for optimum effectiveness. #sales #salestips

How Opting for Longer Emails Can Improve Engagement

When designing and writing cold emails, you always need to keep one thing in mind: prospects know nothing about you. That obviously impacts your subject line to ensure you draw in interested recipients, but it also makes a difference in how long your email should be for optimum success.

As mentioned above, getting to the point of your value proposition is crucial. But what if your audience needs a bit more explanation before they’re convinced to take action? Especially if your goals and calls to action are related less to simple clicks and more to direct engagements, such as replies and lead conversions, longer emails begin to become more effective.

Always keep in mind that cold emails are different from drip emails. Your prospects don’t know much (if anything) about your business so they will need to be convinced of your value before they take any type of substantial action. Sometimes, that requires a longer message that piques their interest.

How Opting for Longer #Emails Can Improve Engagement. Learn more. #sales #salestips

Testing Your Emails to Maximize Success

You can use the above sections as guidelines for determining the ideal length of your cold emails. But ultimately, your audience may respond differently to a short email than anticipated. The best way to maximize your success and determine the perfect message length is to engage in A/B testing.

For example, you can set up a cold email in two variations. One version could include only 50-75 words, which explains the core benefit of learning more about your company and a call to action that links to your website for more information. A second version could outline that information in the email itself, with the call to action prompting your audience to engage you by replying to the email or becoming a lead. Depending on the result of the test, you can feel confident knowing which email length performs better in reaching your goal.

Test Your #Emails to Maximize Success. #sales #salestips

 

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Incorporating Best Practices Into Your Cold Emails

Regardless of the length of the message, any cold emails needs to follow some basic best practices to successfully engage your prospects. The first, as mentioned above, is to get your main point across quickly and efficiently. Beyond that, consider the following guidelines:

Keep your goal singular. Because the goal of your email directly influences the ideal length of your message, and due to the concept of Attention Ratio, keeping your goal singular is a crucial part of any cold email’s success.
Verbalize your CTA. Never assume that your call to action is implied. Tell your audience explicitly what you want them to do, from clicking through to your website to replying to your email.
Break up your text. Whether you’re writing 50 words or 300 words, your audience needs to be able to skim your text quickly. Subheads, bullet lists, and short paragraphs are key to guide your audience to your call to action.
Add visuals to your message. A MailChimp study found that visuals can significantly influence email opens and clicks; in fact, click-through rates are directly related to the amount of visuals in your message. Especially when you engage cold prospects for the first time, visuals can help get your point across more effectively.
Ultimately, there is no set length for your cold emails. The word count depends on your goals, as well as your audience. The above guidelines can help you design successful emails that convert prospects to leads and customers, but only testing can determine the ideal length for your messages. The result is a strategic approach that optimizes both your efforts and your recipients’ time and interest.

Incorporate Best Practices Into Your #ColdEmails. Such as: “Verbalize your #calltoaction”.

 

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