Marketing Automation Coach Johan Claeys
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Length Matters: How Long Should Your Newsletter Be?

Newsletters are some of the most effective and cost-efficient marketing tools around. Unlike printed newsletters several decades back, today’s newsletters usually come in digital formats. 

These marketing tools are able to reach more of their target audience. The key, however, to truly having an effective newsletter is to keep it at the right length – long enough to keep your audience engaged and not too long to bore them.

For most experts, the rule of thumb is to have about five hundred words. This should not take up more than a page and would thus be easy enough for the reader to quickly go through. It is important to keep in mind that modern audiences have very short attention spans. They will not sit down for hours at length reading and re-reading your newsletter. You have to make sure that your writing is concise and to the point yet still interesting and engaging.

Your style of writing, of course, would have to depend on what your objective for your newsletter is. You can achieve a number of goals with this marketing tool, including: initiating regular contact with prospective customers, updating customers with new blog contents, and inviting participants to learning opportunities such as webinars and online courses. You can use different types of newsletters to achieve these goals.

Take a look at the following:

  • Teaser newsletter. 
    This is used to grab the attention of blog readers. If you are a blog writer and you want more people to visit your website, a way for you to advertise your blog would be to use this. Basically, this is put together to stir the interest of the readers and then to lead them to “read more” by visiting a website. You need to offer a compelling reason in your opening paragraph to entice the reader to click the link to your website.

  • Product offer newsletter. 
    This type of newsletter should make the reader want to try out what you are offering. Resist the urge to sound like a brochure. You have to make it short and clear. Introduce the product and convince the readers that they need to experience the benefits it offers. Elicit an urge to buy and include a link to the product page.

  • Single topic newsletter.
    This usually focuses on one topic only. As such, it goes on at length to cover everything in one issue. There is also usually no need to include links to other sites. From a marketing perspective, this is not a good type of newsletter to use as it does not often require regularity in terms of customer or audience contact.

Generally, you can have your newsletter formatted in http, pdf, or plain text. Your choice will also have to be determined based on the type of your newsletter and your objective. It would not be effective to use a plain text format for a product newsletter that’s intended to be a follow through for a launch campaign. Http and pdf formats allow you to make use of graphics and color. Http formatting, however, requires a little bit of technical know-how. There are self-help tutorials and experts who can help you out with these for an affordable price.

The length of your newsletter matters, but so do the other elements. Take your audience into consideration when determining what to put in your newsletter to keep it just at the right length. Make your newsletter worth for your audience no matter how long it is.


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About the Author Johan Claeys

I am a fluent multilingual Digital Automation Specialist, focused on listening to needs in terms of digital marketing. Interfacing with clients to help them with their online marketing, working with the client to nurture their customers via robust systems for collecting and managing emails. Via carefully thought-out Lists, Tagging and Automations helping to turn a jumble of emails into a valuable Contact Directory where contact is maintained without spamming.

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