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Email marketing is a difficult art. There are so many variables that go into it, that it gets confusing even when your team has won awards for their email work. We go back and forth on subject lines, graphics versus text, strategy an messaging and much more. The complexity makes it very much a hit and miss game, but in the end you can usually optimize for the best results.

This study by Marketing Experiments and Marketing Sherpa details their test of copy length in a primarily text based email they sent to get entries for their annual email marketing awards. This is the same award we won for our email marketing work with L&K here in Miami. Read the results for the enlightening details on what they did and how.

While most email marketing optimizers focus on unique clickthroughs instead of total clickthroughs for good reason (one rabid fan might just be particularly “click-happy”), total clicks may be a valuable metric as well in some instances.

In our case, what we learned was that shorter copy for the main call-to-action gives our secondary calls-to-action a chance to shine. In the short-copy treatment, there was less repeat clicks on a single link, and more overall diversity of clicks.

via Email Test: Shorter copy brings 100% more total clickthroughs | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas.