Email marketing is the bread and butter for many law firms. And for good reason.
According to Statista, “In 2017, global email users amounted to 3.7 billion. This figure is set to grow to 4.1 billion users in 2021.”
Not only that, “Email has a median ROI of 122 percent – over 4x higher than other marketing formats including social media, direct mail, and paid search.”
But one of the widely debated aspects of this marketing strategy is the optimal email length. How long should your emails be?
What the Data Says
As with most things in the legal marketing realm, it’s usually best to examine relevant studies to see what the data says. This is helpful for getting an objective look at things. One of the top studies to date is one from Boomerang that took place in 2016.
In it, they examined what the response rate was based on email length. Here’s what they found:
- 10 words – A 36 percent response rate
- 25 words – A 44 percent response rate
- 50 words – A 50 percent response rate
- 75 words – A 51 percent response rate
- 100 words – A 51 percent response rate
- 125 words – A 50 percent response rate
- 150 words – A 49 percent response rate
- 175 words – A 49 percent response rate
- 200 words – A 48 percent response rate
What This Means
According to the research, the optimal email length is between 75 and 100 words because emails with this word count had the highest response rate of 51 percent. However, it should be noted that there’s by no means a dramatic drop off if you go a bit lower with just 50 words or a bit higher with 125 words.
Both of those words counts still have a healthy response rate of 50 percent. So in theory, roughly half of all recipients should respond to your email if you keep it between 50 and 125 words in length. And if you choose to go even higher and hit somewhere between 150 and 200 words, you should still be in good shape.
The point in which your response rate will decline is when your emails are very short at 25 words or less. As you can see, it drops considerably with a 44 percent response rate at 25 words and just a 36 percent response rate at 10 words.
What you can takeaway from this study is that short (but not too short) emails are ideal. Aiming for somewhere between 75 and 100 words is your best bet and should yield the most favorable results in terms of the response rate.
Just be sure that you don’t go less than 50 words because the response rate will likely diminish. This is largely because the email will probably have insufficient information, or you can come across as being lazy when writing it.
There are several components involved with constructing effective emails that subscribers open and respond to. But you could argue that the email length is one of the most important.
Getting it right is your ticket to maximizing your number of responses, which inevitably translates into more qualified leads for your law firm. Keeping the data listed here in mind should guide you in your efforts and increase the effectiveness of your email marketing campaign.
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