Email Content Length: Short vs. Long - Which Wins for Conversions?

I was recently directed to help answer a question here on LinkedIn that pondered the impact of content length and information density in emails and landing pages on conversion rates. The questioner seemed to be in search of validation that shorter content inevitably leads to higher conversion rates. While the query raises a critical point, it overlooks the essence of meaningful content and fails to consider the amount of information that needs to be conveyed.

The core issue with discussions about word count and information density in email or landing page content is that they often omit any consideration of meaning. By this logic, shorter content with low information density would always outperform longer, denser content, even if the former were gibberish or written in an entirely foreign language like Martian.

Another vital aspect to consider is the factor of ambiguity. Less dense text tends to be less meaningful and often necessitates a click to discern whether it aligns with the recipient's interests or needs. Conversely, highly specific and explanatory content, often characterized by higher information density, tends to attract clicks only from those genuinely interested in the offering. In the former case, you may receive a lot of opens and clicks, but many of these recipients may find themselves disappointed in the next steps. In the latter case, where the content is specific and dense, you are more likely to attract individuals who precisely want what you offer.

In order to make an informed decision about the optimal content length and information density, it's imperative to focus on two key considerations:

1. The Amount of Information: Firstly, you should assess how much information you need to convey to effectively communicate your message. This varies widely depending on the context and the complexity of your offering.
2. Specificity and Ambiguity: Secondly, consider how specific you need to be and how much ambiguity you can afford in your content. Specific, highly detailed content leaves little room for misinterpretation, attracting a more targeted audience. On the other hand, less dense, more ambiguous content may garner initial curiosity but might lead to disappointment for some recipients.

In our approach, we refer to each piece of information as a "proposition." Let's break down what propositions look like:

• Single Specific Proposition: Example: "Tennis shoes 50% off today!" These are naturally concise and to the point.
• Ambiguous Single Proposition: Example: "Summer starts here!" These propositions are less specific and might pique curiosity but require further exploration.
• Multiple Propositions: Example: "Last Chance for Extra 30% Off | Jonathan Simkhai, Christian Louboutin Shoes, Jetsetter Must-Haves and More Start Today at 8am ET." These tend to be longer because they encompass multiple pieces of information.

Here are a few key takeaways:

• Multiple propositions naturally require more information and are inherently longer.
• Single propositions are naturally shorter and more direct.
• Multiple propositions are less likely to be ambiguous or misleading to the recipient.
• Adding length to a single proposition solely for the sake of it is generally not worthwhile.
• Shortening multiple propositions is possible when dealing with highly knowledgeable recipients or widely understood concepts, such as well-known brands, events, or topics.

With this understanding, it becomes clear that both short, concise content and long, dense content have their rightful place in email and landing page marketing. The choice between them hinges on your specific communication goals, the complexity of your message, and the expectations and knowledge level of your target audience.

For those interested in delving deeper into this topic, I've written an article on Subject Line Length that can be found here - It includes extensive data analysis. Please note that the SL test tool referred to in the article as Touchstone is now known as SubjectLinePro, which can be accessed here - its free

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