Email marketing campaigns focused on important information often succeed more than longer messages, MarketingSherpa found in an internal study.

While adding long-form blog posts or articles to a site content marketing mix might keep online visitors engaged for longer periods of time, MarketingSherpa says the opposite may be true for email marketing campaigns

The company conducted a study of email marketing campaigns focusing on those with longer copy and shorter copy. It seems concise and informative content is what converts recipients.

In the longer email, the studied company discussed all of the information regarding a contest, including specific entry requirements and comprehensive descriptions of the prize. Meanwhile, the shorter email was more vague with just a few key details. The longer campaign resulted in 183 conversions, which MarketingSherpa considered a strong performance. However, the shorter message resulted in 366 clicks – exactly 100 percent more conversion.

While the study’s results show that shorter email marketing content may be best for conversion, it’s critical that businesses include all relevant information in a campaign. The shorter messages did not succeed simply because they included less information. MarketingSherpa reported that the combination of key bullet points and calls to action simply piqued users’ interest levels more. Similarly, marketers might find sharing recent site content headlines in email newsletters may inspire users to click to read more.

Brafton reported earlier that 94 percent of businesses using digital marketing techniques use email marketing. While social media marketing and other channels have redirected the efforts of marketing departments at times, email still represents a valuable opportunity for audience engagement.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.