How to Choose Between Long and Short Emails for Good Deliverability and Engagement

Estimated reading time: 4 minutes

How long should a marketing email be? Do subscribers prefer concise, short emails that get straight to the point, or do they value the depth and storytelling possibilities of a long email? In this in-depth guide, we’ll explore the pros and cons of long-form vs short-form emails, outline email length best practices, and help you determine the ideal email length for your objectives.

Why Email Length Matters

• Attention spans are limited. With inboxes overflowing, a lengthy email risks being ignored or deleted.
  
• Depth vs. efficiency. A shorter email can quickly convey a call-to-action (CTA), while long emails offer room for narrative, social proof, and detailed value propositions.
  

Deliverability & spam filters. Overly big emails can trigger spam filters, whereas smaller messages often fare better in inbox placement. Run a deliverability test with GlockApps and see if your emails land in the inbox.

The Case for Short Emails

1. Quick Consumption.

• Immediate takeaway. Readers can grasp your message in under 30 seconds.
  
• Mobile-friendly. On small screens, the short form of email performs better, reducing scroll fatigue.
  

2. Higher Click-Through Rates.

• Less friction. Fewer words mean fewer distractions from your CTA.
  
• Emails under 100 words often see higher engagement.
  

3. Ease of Production.Rapid deployment. Teams can draft and approve short campaigns faster, ideal for time-sensitive promotions.

When to use a short email:

• Flash sales or limited-time offers
  
• Event reminders or RSVPs
  
• Simple announcements (new blog post, product launch teaser)

The Case for Long Emails

1. Storytelling & Emotional Connection.

• Build trust. Detailed narratives can establish brand voice and rapport.
  
• Social proof. Ample space for customer testimonials, case studies, and metrics.
  

2. Educating & Nurturing Leads.

• In-depth content. Perfect for onboarding sequences, educational webinars, or product tutorials.
  
• Multi-step CTAs. You can guide readers through a step-by-step process, boosting perceived value.
  

3. Differentiation.

• In a sea of quick blasts, a thoughtfully long form of email can stand out as more personal and substantive.

When to use a long email:

• Welcome series and nurture campaigns
  
• Story-driven brand newsletters
  
• Product deep-dives or thought leadership
  

Determining Your Ideal Marketing Email Length

Email Type	Word Count Range	Recommended Use Cases
Short Email	50–150 words	Flash sales, reminders, quick tips
Medium Email	150–300 words	Weekly newsletters, brief digests
Long Email	300–800+ words	Storytelling, detailed guides, onboard

Tip: If you’re unsure whether an email is too long, ask: “Can any paragraph be removed without losing clarity or impact?” If yes, shorten it.

Why Email Length Influences Deliverability

1. Spam Filters & Engagement Signals.

• Spam filters look at user engagement (opens, clicks, and time on message) as indicators of value. Extremely long emails can depress engagement metrics, signaling low relevance and increasing spam risk.
• Shorter emails tend to drive higher click-through rates, boosting positive engagement signals that improve inbox placement.

2. Load Times & Rendering.

• Large, image-heavy, or lengthy emails can load slowly on mobile devices. Slow-rendering messages may be clipped or marked as spam by some clients.

3. List Hygiene.

• If subscribers frequently delete or ignore your lengthy emails, Gmail and others may route future sends to Promotions or Spam tabs. Keeping emails concise can help maintain a healthy sender reputation.

Analyze Deliverability Reports by GlockApps to see which format lands best across Gmail, Outlook, and more.

Conclusion

Choosing between long emails and shorter emails isn’t binary; each format serves distinct purposes. By understanding your audience, testing different approaches, and adhering to email length best practices, you’ll discover the ideal email length that maximizes opens, clicks, and conversions. Remember to keep your message clear, your CTAs strong, and your structure scannable, and you’ll strike the perfect balance between brevity and depth.

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