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Writing Newsletters

Shorter is better, sometimes.

As I’m starting my newsletter, I’ve been doing A/B tests to see what’s working (and what’s not)

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Conversion Rates

Studies suggest, shorter is better

  • Nielsen Norman Group found that people spend an average of 51 seconds reading a newsletter

  • Constant Contact research suggests that emails around 200 words (or 20 lines of text) tend to get the highest click-through rates

  • If you send your newsletter frequently (e.g., daily or multiple times per week), aim for even shorter content to avoid overwhelming your subscribers

A few recommendations

  • Use an eye-catching subject line to entice readers to open your email

  • Break up text with images, GIFs, or videos to make your newsletter more appealing

  • Use subheadings and bullet points to make your content scannable and easy to digest

  • Include a clear call to action to tell your readers what you want them to do next

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