Ideal email length

A/B Testing Ideal Email Body Copy Length

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We share a lot of content around email inspiration, how to code unique features into email, and email design best practices. As an email SaaS brand, we’re constantly running A/B tests to improve our own emails so we can send our audience messages that resonate. Recently, our Senior Email Marketing Manager, Paul, ran a few A/B tests to determine what Email on Acid’s ideal email length is.

The Hypothesis

Paul’s goal was to learn if emails with less than 100 words would earn higher engagement and click-throughs than ones with more than 100 words.

The Test

Paul tested multiple emails over a two-month period to different list segments. During each test, one email had over 100 words and the other had less than 100. There was approximately a 20-word difference between the two emails (give or take a few words), which is about the length of a short paragraph.

The Results

In the vast majority of the sends, Paul found that emails with less than 100 words achieve a higher click-through rate than emails over 100 words. Although he notes, the difference wasn’t always hugely significant.

While the results aren’t 100% conclusive, they do suggest that our shorter emails can achieve more click-throughs.

Since there’s no real downside to sending shorter emails either, we’ve been keeping them to 100 words or less when it makes sense. We only go over 100 words in instances where there’s a clear reason to, such as in our monthly newsletter.

Get to Know Your Audience

Your audience subscribes to your email list because your brand provides them value in some way. Learning how to effectively communicate with them is how a lot of businesses grow. Take the time to run different A/B tests to find out how your readers prefer to experience your emails. Implementing those learnings will likely help you drive more clicks and conversions.

And remember, what works for us at Email on Acid may not work for every organization. Don’t take our results on ideal email length as an industry best practice. Run regular A/B tests on your emails so you can get to know your audience and send them content they can’t resist.

Always Test Your Email on Live Clients!

Make sure your email looks flawless before you send it out to your subscribers. Remember: Only email tests run on live clients can guarantee fully accurate email rendering previews. With Email on Acid, you can preview your email on more than 90 live email clients and devices before you hit “send.” Sign up for our free trial and start testing today.

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Author: Melissa Berdine

Venturing from her DC and NYC roots, Melissa made the trek to Denver. With just her dog and a background of copywriting and editing, she joined Email on Acid as content manager. Melissa is known to friends as an avid cook and music festival enthusiast.

Author: Melissa Berdine

Venturing from her DC and NYC roots, Melissa made the trek to Denver. With just her dog and a background of copywriting and editing, she joined Email on Acid as content manager. Melissa is known to friends as an avid cook and music festival enthusiast.

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