We work with half a million small ecommerce

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brands, and our opinion is this: for the most part, what you say matters more than how long it takes you to say it.

However, that doesn’t mean your email length needs to be chosen at random. There are lots of factors that can help you determine the appropriate length and make the most of your email efforts.

1. Tailor the length based on your product or industry
The length of your marketing emails may special lead depend on your industry and type of products you’re selling. For instance, you’d probably need to use more text to explain a new type of product that people aren’t generally familiar with, than you would to market something everyone already knows and understands.

In addition, if there’s a story behind your product that makes it unique from your competitors, it would be wise to share it, and therefore make your emails a little bit longer to accommodate it.

Here are two examples, one from Bad Birdie Golf (short), and one from Piccolina (long). They both serve as an announcement for a new line of t-shirts.

For Piccolina’s kids’ tees featuring female trailblazers, their story and mission is critical to their brand, so they included it, making their email longer. In contrast, Bad Birdie’s story is not nearly as central to their brand’s purpose, so they were able to get their message across with a more streamlined approach.