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The Case for Short and Sweet

August 22, 2012  

Once in a while, we like to highlight a strong opinion, and Ron Romanski has one. In a post at the Business 2 Community blog, he says lengthy newsletters should be a thing of the past.

"With today's fast-paced society, you need to make things as single-focused as possible," he argues. "Which is why the newsletter just doesn't cut it."

Here's what Romanski recommends for all email campaigns:


Choose a single topic. Whether you want the subscriber to register for an event, make a purchase, or visit your Facebook page, your message should make that single request—and only that single request.

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  • by Michael O'Daniel Wed Aug 22, 2012 via web

    To these points I would add the importance of hyperlinks to subpages or specific sections of your website in case the reader wants more information right then. Direct mail letters and newsletters formerly ran 3-4 pages because they wanted to provide all the information at one time, plus they tended to repeat the call to action several times. I agree with the Short & Sweet principle to align with shortened attention spans, as long as you make it real easy for the reader to get all the information he / she needs to make an informed buying decision.

  • by Jeff Wed Aug 22, 2012 via mobile

    Agree with the use of hyperinflation landing pages. We seeing success with this approach.

  • by Stephan Thu Aug 23, 2012 via web

    I agree with Ron's insistence of brevity, but not about the newsletter being obsolete. By example, the last newsletter I sent for a client was on 8/1, and 2-3 weeks later we're still seeing opens. Newsletter emails have a great shelf life, but you should maintain more of a headline format that links to your site for the full articles. Plus, if you do that, you can track more versus putting all the text into your message and not knowing if it was really *read* (vs. being *opened*).

    Great article

  • by Michael O'Daniel Thu Aug 23, 2012 via web

    As with any other type of advertising or marketing initiative, the impact and value of a newsletter will depends on the quality of the content, the manner of presentation, and the immediate recognition on the part of the reader that it will be worth his / her while to invest the time in reading. The questions, then, are single topic or several, small bites or larger bites, what actions do you want the reader to take, etc. One of the actions, as Stephan points out, is for the reader to come back more than once because your content does have shelf life (and that's why you want an immediately accessible archive of your newsletters). I think most of us agree that presenting information a customer can put to immediate use, whether in B2B or B2C, is a viable marketing strategy -- all that remains then is to determine how to package and present the information.

  • by Bhaskar Sarma Mon Aug 27, 2012 via web

    Long emails are also bad if you want to target mobile users, and a lot of people open their emails on a smartphone. Short, brief emails that lead to another page will bump up click thru rates

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