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How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read

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How to Determine The Ideal Length of Your Marketing Emails Your Customers Will Actually Read

Opinions expressed by Entrepreneur contributors are their own.

Email marketing is booming: last year, 52% of marketers said their campaign’s return on investment (ROI) doubled, while 5.7% of marketers experienced an ROI four times larger compared to 2022, a Statista report shows.

How can you create similar results for your business this year?

The effectiveness of email marketing comes down to a few key factors:

  • Knowing your audience and its pain points and desires.
  • Creating emails that respond to those specific needs.
  • Getting your emails in the inbox, where your subscribers can interact with them.

As the CEO of a B2B email marketing company, I often hear from customers about their top challenges. A big one? Creating emails that really engage and drive results. Getting the content, length and audience targeting just right is tough.

Related: How to Get People to Open – And Read – Your Emails

Most of your prospects prefer shorter emails

If you’re struggling to make your emails more engaging, here’s an aspect you may be overlooking: just make them shorter. Recent data from a ZeroBounce report shows that 66% of consumers prefer short emails, and only 6% favor longer ones.

But keep this caveat in mind: For 28% of people, email length becomes irrelevant if the content is well-tailored to their needs and interests.

It’s no surprise that people prefer shorter marketing emails. When inboxes are clogged with messages, why would you opt for a long message instead of a quick note? Concise and direct emails respect your prospects’ time and have a higher chance of getting their attention. But while most people prefer brevity, the quality and relevance of your emails are what truly capture and retain interest.

The message is clear for the 28% who don’t mind the length: When an email resonates well with their needs or interests, they’re willing to invest more time, regardless of word count. This segment of your audience is receptive to more in-depth content that speaks directly to their challenges.

How to determine the right email length

So, how do you strike the right balance between brevity and substance? The key is to start with understanding your audience. Segment your email list based on behaviors, preferences and past interactions. This segmentation allows you to tailor your messages more precisely. Also, you probably send different types of emails. That aspect alone should guide your approach:

  • Newsletters can be longer and cover several pieces of information in more depth.
  • Drip campaigns can consist of a series of emails that gently push your prospects closer to a purchase. Those emails can be short — sometimes, a few lines followed by a call-to-action (CTA) is enough.
  • Targeted campaigns, such as a discount or free offer, can have an engaging image paired with a couple of sentences and a catchy CTA button.

If you’re still unsure whether your email is too long, here are a few tips to save you time and make things easier.

Start with a clear goal

Every email should have a clear purpose. Whether it’s to inform, increase engagement or drive sales, your goal will dictate the necessary length. Don’t add fluff just to extend an email; keep it as long as necessary to fulfill its purpose.

Choose simplicity and clarity

Use simple language and clear CTAs. Marketing emails rarely benefit from any metaphors. Your email should guide readers smoothly from the opening line to the desired action without unnecessary detours.

Personalize to the last detail

Use what you know about your customers to tailor your emails. When marketing emails feel personal, people care more about the message and less about the length.

Test and adjust to what your audience likes

Studies can point you in the right direction in terms of consumer preferences, but only you can determine what your audience responds to the most. Before sending your next email, consider A/B testing different lengths. Then, analyze your metrics to see what performed best.

Improve your layout

Sometimes, the way information is presented can affect how we perceive the length of an email. Breaking text with relevant images or using bullet points can make longer emails appear more digestible and engaging.

Related: 4 Things You Can Automate in Your Email Marketing That Will Save You Time and Drive Sales

Ask your subscribers

Asking for opinions shows you care about serving your audience better, so why not include a poll in your next newsletter? Allow your subscribers to tell you how long they’d like your emails to be. Nothing beats direct customer feedback in helping you create more effective campaigns.

Bonus tips to increase email engagement

Here are a few extra tips to help your next emails get more clicks:

  • Try to keep your subject lines between 30 and 50 characters. Not only will your subscribers process them faster, but keeping your subject lines short ensures they display well on all devices.
  • Check your email list health to avoid bounces and the likelihood of landing in the spam folder.
  • Assess your spam complaint rate – it should be under 0.1% to comply with Yahoo and Google’s new email-sending rules.

Also, remember your goal is to connect with your audience genuinely, no matter how many words it takes to get there. If your email ends up longer than you’d planned but addresses a topic many of your subscribers care about, don’t worry. Engaging content can often justify a longer read.

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How to Teach Kids About Money and Set Them Up for Success

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How to Teach Kids About Money and Set Them Up for Success

Although 83% of U.S. adults said parents are the most responsible for teaching their children about money, 31% of American parents never speak to their kids about the topic, according to a survey from CNBC and Acorns.

Last week, the subject came up on Northwestern Mutual’s A Better Way to Money podcast, which featured social media star and owner of Stur Drinks Kat Stickler and Northwestern Mutual vice president and chief portfolio manager Matt Stucky.

“I love and respect my parents, but we didn’t really talk about money ever — I never saw them talk about money,” Stickler told Stucky during the conversation. “It was taboo. It wasn’t brought up once.”

Related: Members of Every Generation Have Side Hustles — But They Don’t Spend Their Earnings the Same Way. Here’s the Breakdown.

According to Stucky, parents can instill strong money management skills like any other good habit.

“It just takes a lot of repetition — things like saving, investing,” Stucky said. “I’m not going to teach my 4-year-old about investing, but just the idea of if I save a dollar, that means I can spend it down the road on something that I really want. That takes a while to sink in.”

Money might not have been a regular topic of discussion while Stickler was growing up, but the entrepreneur says her mother did show her the value of a dollar in other ways: repurposing old jeans into shorts or empty butter tubs into containers for school lunch.

In addition to talking to their kids about money, parents can lead by example when it comes to smart financial decisions.

“There are new risks that are now in the equation of being a parent,” Stucky said. “Things like, What if something happens to me; what if I can’t work anymore? How does that impact my child’s financial life?

Navigating those uncertainties means planning for big-ticket items, according to Stucky. Stickler, who has a young daughter, said she’s already taken some key steps to secure her future: setting up a will complete with a month-by-month timeline and establishing funds for healthcare and school — and even one for clothes and toys.

Related: What Your Parents Never Taught You About Money

According to Stucky, parents should leverage today’s circumstances for tomorrow’s success.

Stucky recommends setting up a 529, to which you can contribute funds for education, and a Roth IRA for your child.

“[With a Roth IRA], you are able to contribute on their behalf up to the child’s earned income amount or the current contribution limits of $7,000, and the dollars come out tax-free after age 59 ½ or if they need to use it for a qualifying life event,” Stucky explains. “It’s a way to set up your children for their retirement, as well as support generational wealth.”

Parents might also consider a Uniform Transfer to Minors Account (UTMA), which has no limit on the amount that goes in and allows them to retain control until their kids reach 18-21, depending on where they live, Stucky says.

Related: Shark Tank’s ‘Mr. Wonderful’ on Teaching Kids About Money: ‘Put Their Noses In It, Like You’re Training a Puppy’

Finally, Stucky recommends the “often overlooked option” of permanent life insurance for your child.

“The policy will pay a death benefit someday so long as the required premiums are paid,” he explains. “In addition, policies accumulate cash value, which your child could access during their lifetime.”

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Microsoft’s Next Power Source for AI Data Centers Is Nuclear

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Microsoft's Next Power Source for AI Data Centers Is Nuclear

Three Mile Island, the three-mile nuclear station near Harrisburg, Pennsylvania, has been closed since 2019. Now the island is set to reopen by 2028 to power Microsoft’s data centers, which are foundational to the tech giant’s AI and cloud computing businesses.

Constellation Energy, the owner of the power unit, announced the 20-year deal on Friday, which involves Microsoft buying energy from the restored plant. Restarting the plant means a $1.6 billion investment to revive it, ensure everything is up to date, and obtain the necessary permits and licenses. The payoff is significant though — the plant could create 3,400 new jobs directly and indirectly, and add $16 billion to Pennsylvania’s GDP.

Microsoft’s decision to turn to nuclear power is a sign of the high amounts of power required for the AI boom. According to Bloomberg, AI has increased demand for carbon-free electricity — and Microsoft’s move to purchase nuclear energy for 20 years, the first agreement the tech giant has signed of its kind, is the latest move to meet that need.

Three Mile Island. Credit: Getty Images

Since the agreement was announced, opinions have been mixed about how to proceed. Pennsylvania Governor Josh Shapiro supports the deal and wants it “fast-tracked.” Residents of Perry County, Pennsylvania, however, are writing letters to the newspaper noting that the problem of nuclear waste or by-products should be addressed before the plant opens.

Related: How Much Does It Cost to Develop and Train AI? Too Much.

Dr. Michael Goff, acting assistant secretary of the Department of Energy’s Office of Nuclear Energy, stated that the restart was “an important milestone.”

“Always-on, carbon-free nuclear energy plays an important role in the fight against climate change and meeting the country’s growing energy demands,” Goff said.

Three Mile Island was once known as the site of the most serious accident in U.S. commercial operating history. In March 1979, part of the power plant melted down and released small amounts of radioactivity. The incident inspired greater regulations and led to less public confidence in nuclear power in the following decades, though there were no injuries, deaths, or long-term health effects observed from the accident.

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Here’s How Entrepreneurs Can Save on Business Trips

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Here's How Entrepreneurs Can Save on Business Trips

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

As an entrepreneur or business owner, travel might be a fundamental aspect of your strategy to network, expand, or oversee operations. Though, it probably isn’t in your business plan to spend a lot of money doing so. In 2023, Zippia reports that the average business traveler spends $949 in fees.

You could reduce travel expenses such as flights and hotels if you shop around on sites like Expedia or Priceline, but why not let this AI-powered travel app help you book your next business trip? Save 40% to 90% on upcoming trips for life when you get OneAir’s Elite Plan for $69.99 (reg. $790).

Your most affordable business trip yet

Whether you’re meeting partners in New York City or London or flying employees to a company retreat, travel expenses add up. If you’re ready to cut some of those costs down, add up to ten departing locations and specific destinations where you have client-facing meetings or networking events.

Once you’ve entered that information, OneAir’s AI engine will scan and track millions of fares in real-time to alert you to the best deals on economy, premium, business, and first-class flights.

The best part about OneAir (aside from the travel savings it’ll find you) is that you can book flights on its iOS, Android, or web app without being redirected to other sites—au revoir, third parties. And unlike Google Flights or another flight finder, every price OneAir sends you is all-inclusive with no additional costs or fees.

After finding your desired flight, use OneAir to explore deals on hotels and resorts, rental cars, and excursions. You might just save up to 60% on travel accommodations for yourself and your employees and get a wholesale price on sightseeing activities or meals at hip restaurants.

A travel app designed for entrepreneurs

Any business owner knows that time gets away from them, so to help you plan out the details of your trip, OneAir Elite offers 24/7 support for any stage of your travel organization. While you’ll get booking assistance from its AI, you’ll get itinerary help from real people.

No matter where you need to travel for work, you might be able to save hundreds with this app. Grab a lifetime subscription to the OneAir Elite Plan for $69.99 (reg. $790).

StackSocial prices subject to change.

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