The ideal length of a newsletter largely depends on its purpose and target audience. For example, quick updates or promotional emails are best kept between 200 and 500 words in length. Longer email newsletters with more editorial-style content can stretch up to about 1,000 words. The critical thing to remember is readability. 

Attention spans are short, so it’s better to be concise and link out to longer content if needed. You can also test and analyze metrics, such as open and click-through rates, to determine the optimal length for your audience.

Why So Short? 

So why do people spend so little time with email newsletters? To start, there are simply too many emails. Organizations and individuals send out 347.3 billion emails a day, according to Statista. That’s a lot of competition for attention in the inbox. And that doesn’t include:

• All of the email marketing pieces

• Blog posts

• Other content marketing pieces

Screaming for your readers’ attention. Another reason is that around 81% of people use a mobile app to open their emails. And yet, HubSpot found that only 56% of companies have a marketing strategy in place to send mobile-friendly emails. 

That’s even though the tiny screen causes numerous usability problems. As email newsletters have become shorter, more visual, and more scannable, subscribers have learned to expect more tightly edited “e-zines.” The result? Readers want less. 

Types of Newsletters and Their Ideal Lengths

The first thing to bear in mind is that there are different types of newsletters, each with their style and typical length: 

• The in-depth article: Detailed treatment of a topic, usually with examples and data. This can run to thousands of words. 

• The digest: A quick summary of topics the writer found interesting that week. Sometimes from the news or industry developments. They've read other articles or newsletters they’ve read. Usually with links to the sources. Medium length. 

• Snackable tips: These are short tips designed to be read in just a few minutes. James Clear’s 3-2-1 newsletter is one of the originals in this format, with 3 ideas from James, 2 quotes from others, and 1 question to ponder. They’re short by nature. 

• Conversational emails: This style of newsletter shares tips and ideas in a more conversational manner, using personal stories, anecdotes, or analogies (rather than the facts-and-figures-driven approach of an in-depth article). The length can vary considerably, but is typically short to medium (a few hundred words).
  
  

And, of course, many hybrids combine formats. Scott Galloway’s No Mercy/No Malice manages to include data-rich in-depth articles and conversational storytelling at the same time, along with a mini-digest of things that have caught his eye. By its nature, it’s pretty long.

The type of newsletter you write is going to be the primary determinant of how long it is. It’s challenging to do an in-depth treatment of a topic in a few hundred words. A huge, long list of issues isn’t going to be very “snackable.” 

Weekly Newsletters 

Weekly newsletters typically provide quick updates or highlights. You want these to be concise, around 200 to 300 words in length. Readers appreciate brevity, especially when they’re busy.

In a weekly newsletter, consider including: 

• A quick summary of recent events: Highlight the most relevant updates. These could pertain to your organization, industry trends, or community activities. 

• Links to blog posts or articles: Including links to your latest blog posts or relevant articles adds value and encourages your audience to explore further. This develops a deeper engagement with your brand. Include a brief description for each link to entice readers to click through. 

• Promotional content or offers: Promotions and special offers serve as incentives for your audience to take action, whether that involves making a purchase, signing up for an event, or taking advantage of a limited-time offer. By keeping it concise and straightforward, you maintain engagement while delivering value. 

Monthly Newsletters 

Monthly newsletters go deeper, exploring more topics and details. Aim for around 400 to 600 words. You can add extra sections if you want, but try not to overwhelm your readers.

To keep your readers engaged, consider adding the following sections to your monthly newsletters: 

• Featured articles: Include in-depth articles or stories that provide valuable insights or information. If you’re a nonprofit organization, for example, you can feature a success story or a detailed report on a recent project. 

• Company news: Summarize key points or major updates at the beginning. This helps readers quickly grasp the most crucial information. For example, you can highlight significant achievements or upcoming events. 

• Customer spotlights: Customer spotlights highlight client success stories and feedback, showcasing how your products or services positively impact their lives or businesses. This builds credibility and nurtures relationships by celebrating their achievements. 

Quarterly Newsletters 

How long should a quarterly newsletter be? These newsletters typically contain more content, ranging from 700 to 1,000 words. They are designed to provide a comprehensive overview of events from the last three months. These newsletters are ideal for delving into the details, reviewing what has gone well, and sharing goals for the next steps.

Consider including the following sections in your quarterly newsletters to keep your audience engaged: 

• In-depth articles: These articles allow you to explore complex issues, share expert insights, and educate your readers. This establishes your brand as a thought leader and a credible source of information. 

• Case studies: Case studies highlight your organization’s successes, providing concrete evidence of your impact. They make the content more relatable and showcase the effectiveness of your strategies. 

• Plans or goals: Including a section dedicated to your company’s plans or goals enhances transparency and provides direction. It outlines what your audience can expect in the coming months while inviting them to engage with your journey.
  
  

Balancing depth with brevity in quarterly newsletters is essential. While there’s a lot to cover, keeping each section short and to the point helps keep readers engaged. Instead of using long paragraphs, use bullet points to highlight key achievements and upcoming events, making it easier for readers to skim the content.  

A/B Testing: The Best Way to Find the Right Length for Your Newsletters 

Determining the best newsletter sizes depends on what your audience prefers, so it’s a good idea to try out different formats and lengths to see what resonates with your readers. One solid approach is A/B testing, where you split your subscriber list into various groups and test newsletter campaigns of varying lengths. By analyzing key metrics such as open rates, click-through rates, and time spent reading, you can identify which version resonates more with your readers.

This approach helps you optimize the length of your newsletters based on actual user behavior and preferences. But within those boundaries, you have plenty of scope to vary the length of your emails. A few guidelines to bear in mind: 

No Market is Completely Homogeneous 

There will be people who prefer longer, more in-depth content and people who prefer shorter, quicker-to-read emails. Once you’ve established a pattern to your emails, you’ll tend to keep the subscribers who appreciate the length you write at and lose the ones who hate it. You can vary by email, but try to stick to my established pattern most of the time to suit the audience you’ve developed. 

Different Types of Email Build Different Types of Relationships 

In-depth articles are practical in building authority. Conversational emails with personal anecdotes develop relationships and establish your practical experience (if you pick the right anecdotes, of course). 

Digests and stackable tips position me as knowing about a broad range of topics in my field. If you have a clear picture of the sort of relationship you want to build, it will guide you to the type and length you need. 

An Email Can Look Difficult to Read If It’s Very Long. 

Formatting with lots of whitespace and short paragraphs can help overcome this, but there’s always a risk my audience will see a huge email and think, “Maybe another day when you have more time.” And of course, that day rarely comes. One option is to include relevant content in your email. 

• The “hook” in my terminology is what convinces readers to read the full email.

• Then have a link to a website where they can read more.

This Has Pros And Cons

These days, email open rates are very unreliable stats, but tracking clicks to a website is highly accurate. By having the bulk of the content on a website, you increase the accuracy of my tracking, which is crucial for managing engagement and enhancing deliverability. 

Many people prefer “zero-click” emails. They don’t want to click through to read the content, and it can feel to them like you’re pushing them to do something they don’t like. It also means that if you have a call to action where you want them to click, you’re asking them to click twice: 

• Once to access the content

• Once for the call to action

For some reason, that first click often makes people feel like they’ve “done their duty,” and it reduces the number of clicks you get on the call to action. 

Your advice is simple: 

Choose the style of newsletter you enjoy writing and the length of content where you feel proud of what you’ve written.\

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