B-to-B Insights: Entering the Inbox
Keep in mind you don't need to fit all of your product copy and sales points within the email itself. So what is the ideal length for an email? In most instances, shorter is better than longer. If you have a lot of information to communicate, place most of it on a landing page and link to this page in your email.
As stated earlier, have a link at the beginning of your email, one at the close, and preferably one or more in the body. Testing shows that the more links there are in your email, the higher the clickthrough rate.
One of the biggest influences on open rates and clickthrough rates is the subject line. Split tests of subject lines have shown clickthrough rate differences of 25 percent to 50 percent and in some cases higher. Keep subject lines short. Craig Stouffer, general manager of B-to-B email marketing solutions provider PinPointe, says that subject lines 40 to 50 characters in length significantly outperform subject lines of 70 to 80 characters.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.