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How Long Should a Newsletter Be (Ideal Lengths For 4 Types)

Updated on February 4, 2024


Ever wondered how long should a newsletter be?

Or perhaps you’ve asked yourself, “Am I giving too much information? Or too little?”

I’ve been there too.

But the best length for your email depends on its purpose.

It can range between 200-2500 words.

And in this article, I’m going to discuss 4 types.

Keep reading.

Determining the Length of a Newsletter

When crafting your newsletter, finding the sweet spot in length is key—it’s a balancing act, really.

You’re aiming to captivate without overwhelming and to inform without droning on.

Your goal?

To deliver just enough content to engage and leave them wanting more, not less

Let’s dive into how you can determine that.

Factors Influencing Newsletter Length

Creating the ideal length for your newsletter is like mixing the perfect color.

It’s a blend of understanding your audience, content, and purpose.

  • Content Type: Your email content dictates the size of your newsletter. If you’re sharing long-form articles where deep dives into topics are needed, expect to write longer emails. For quick updates or announcements, keep it short and sweet.
  • Audience Preferences: Know who reads your emails. Busy professionals might favor concise newsletters that they can skim quickly. Others might enjoy settling in with a more comprehensive read. Tailor your length to match their expectations.
  • Purpose Clarity: Why are you sending out this newsletter? If it’s to inform subscribers swiftly about a sale or an event, go shorter. But if you aim to educate or engage deeply on a subject, longer is best.

Average Lengths for Different Types of Newsletter Emails

How many words hit that sweet spot?

Well, it depends on what you’re sending out.

Let’s dive into some numbers across common newsletter formats.

Whether it’s a snappy welcome or an in-depth analysis, there’s a rhythm and flow that just clicks.

1. Welcome Email

Your welcome email is your first hello to new subscribers.

It should feel warm and inviting, like a digital handshake.

This is your chance to make a great impression.

Keep it short, about 200 words or less.

Grab attention without overwhelming your reader.

Personalize this email by using their name and giving them a taste of what they can expect from you in the future.

This is also called, WIIFM (What’s in it for me).

Use engaging images if they fit well with your message.

Add a clear call to action so people know exactly what you want them to do next.

Maybe that’s checking out your latest blog post, shopping for products, or simply replying to connect directly with you.

Remember, the goal here isn’t just to say “hello,” but also to:

  • Introduce them to your brandverse
  • Send them to content on your website
  • Initiate an email sequence ending in an offer

2. Promotional Email

I never liked pure direct promotional emails.

From my own experience, promotional emails paired together with a story produce way better conversions.

It’s what you call a “soft sell.”

These email newsletters are usually under 500 words.

Visuals are your friend in a promotional email; they speak volumes with fewer words. Break up text for easy reading because walls of copy intimidate people away from even starting to read.

Keep it conversational – like chatting with a friend about an amazing deal they shouldn’t miss out on. Use personalization tools to connect better with each reader so your message feels special, not like just another ad in their inbox.

3. Original Thinking Newsletter

Your original thinking newsletter dives deep. It gives readers powerful insights and detailed analysis in specific areas.

You’re not just sharing news or tips.

You’re building expertise.

The sweet spot from my experience can range between 1500-2500 words.

It should be long enough to cover key points, but concise to keep attention.

Given the length, chances are it will be clipped off in the email client if it’s larger than 102kb.

So I suggest first posting it as a blog post on your website and including a link in the email to it.

This makes it evergreen and potentially gains some organic search traffic from SEO.

4. Curation Newsletter

Switching gears from original content, curation newsletters are those that… well curate (shocker).

You grab the freshest, most relevant content and package it in a quick five-minute read.

“Isn’t that low value?” you might say.

No, most people won’t search for the information themselves.

They’re either busy or lazy.

Picture Morning Brew or The Hustle.

They can focus on “newsy” categories like finance, tech, business, or politics.

These are best under 1500 words.

You might consider starting one if you love sharing hot topics but aren’t ready for deep dives of your own yet.

They’re usually free, but can easily be monetized in the future.

Just make sure to stay sharp and quick-paced.

Your readers will expect the latest scoop served up before their coffee cools.

What Is the Ideal Length for Your Email Newsletter?

The ideal length of an email newsletter may vary depending on many factors such as the type of content, your target audience, and the purpose of the newsletter.

Here are 4 types and their ideal lengths:

• Welcome email: Under 200 words
• Promotional email: Under 500 words
• Original thinking newsletter: 1500 to 2500 words
• Curation newsletter: Under 1500 words

How Does the Content Affect the Best Length for Your Email?

Generally, if you are trying to educate it should be long.

If it’s to inform then it can be short.

Does the Reader Engagement Depend on the Email Newsletter Length?

Yes, engagement can strongly depend on the email newsletter length.

If your email is too long and time-consuming to read, there’s a good chance people may lose interest, reducing the engagement rate.

Short, concise newsletters that engage the reader quickly, delivering important information upfront, tend to get higher engagement.

Is There a Magic Formula for the Ideal Length of an Email?

No, there isn’t a one-size-fits-all formula in email marketing when it comes to the length of an email.

Are There Any Best Practices for Email Newsletter Length?

Maintain a balance.

Have an informative yet concise email.

Also, put the most important information at the beginning of the newsletter to capture the reader’s interest.

How Does Length Affect the Time a Reader Will Take To Read My Email Newsletter?

Larger email newsletters definitely require more time to read.

However, let’s take a look at this – if your content is engaging and well-written, you’ll be able to hold your reader’s interest, regardless of the length.

It’s important to balance length with quality content to ensure your readers stay engaged.

How Does the Ideal Length Help To Engage My Subscribers Better?

Subscribers are more likely to read, engage with, and take action on shorter, more concise email newsletters.

A dense or lengthy newsletter may be daunting and lose a reader’s interest quickly.

So, maintaining an ideal length helps to better engage your subscribers.

To Sum Up

The ideal length for your email newsletter should fit your message.

Keep it short and sweet if you’re sharing quick updates or deals.

Go longer for stories or in-depth conversations.

Always remember:

  • Keep your reader eager for more.
  • Don’t let key details get cut off
  • Make every word count

Make it as short as possible but long enough to get the message across.

Your subscribers gave up their emails and time.

Make it count.

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About Brendan Aw

I’m an ex-marketing executive for 6 & 7-figures high-growth startups turned writer, creator & entrepreneur. I share my learnings on digital entrepreneurship, personal finance, and remote working while helping run my family’s crystal chandelier business.

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