There is a right length for every type of email campaign. It varies based on what you're sending and what you want the reader to do.
Campaign length best practice
Promotions, quick updates, and high-converting campaigns: keep these under 125 words. Lead with strong imagery, action-driven headlines, and a clear call to action. Get in, make the point, get out.
Product highlight or engagement campaigns: aim for 125-250 words. This range gives you enough room for some storytelling and relationship-building without losing the reader halfway through.
Newsletters, case studies, and educational campaigns: 250 words or more is appropriate here. With the right layout and content structure, long-form emails can carry a lot of value. The key word is structure.
Formatting tips
Keep it skimmable
Most subscribers scan emails rather than read them word for word. Make scanning easy:
- Short paragraphs (1-3 sentences each)
- Bullet points or numbered lists for key takeaways
- Subheadings to break up sections
Put the important stuff first
- Place your primary message or CTA at the top.
- Use the inverted pyramid structure: Attention, then Interest, then CTA.
Use readable fonts
- Stick to simple, web-safe fonts like Arial, Helvetica, or Verdana.
- Body text: 14-16px. Headlines: 20px or larger.
- Limit your colour choices to your brand palette.
CTA best practice
- Use buttons rather than plain text links for key actions.
- Make the CTA stand out with a contrasting colour.
- Keep the CTA text short and action-oriented, for example "Shop Now" or "Get Your Free Guide".
Use visuals carefully
- Images and GIFs should support the text, not replace it.
- Always add alt text in case images don't load.
- Never rely on images alone. Many email clients block them by default.
- Compress images where possible without losing quality.
Final thought
Yes, emails can be too long. Subscribers are busy, and if your content doesn't earn their attention quickly, they'll move on. Match your length to your campaign type, lead with value, and keep the formatting clean. That applies to blog posts too.
Frequently asked questions
- How long should a promotional email be?
- Keep promotional emails under 125 words. Use strong visuals, a clear headline, and a single call to action. The goal is to get the reader to click, not to read.
- What is the ideal word count for an email newsletter?
- Newsletters and educational emails work well at 250 words or more, provided the content is well-structured. Use subheadings and short paragraphs so readers can navigate easily.
- Should I use images or text in my email campaigns?
- Use both, but don't rely on images alone. Some email clients block images by default, so your message must make sense as text too. Always include alt text on every image.
- What font size should I use in email campaigns?
- Use 14-16px for body copy and at least 20px for headlines. Stick to web-safe fonts like Arial, Helvetica, or Verdana for consistent rendering across email clients.