5 Best Practices for Achieving Optimal Email Length


Email marketing remains a powerful tool for B2B marketers to connect with their audience, but striking the right balance with email length is crucial for maximizing engagement and conversions.

In today’s fast-paced digital world, attention spans are shorter than ever, making the conciseness and clarity of your message a top priority. However, crafting emails that are both succinct and compelling can be a delicate balancing act.

Numerous studies have shown that email length can significantly impact key metrics such as open rates, click-through rates, and overall campaign effectiveness. Excessively long emails risk losing the reader’s interest, while overly brief messages may fail to convey sufficient value or context.

Achieving the ideal length is essential for ensuring your marketing emails capture and retain your audience’s attention, effectively communicate your message, and drive the desired actions.

Research Insights on Optimal Email Length

A comprehensive study by Boomerang, based on an analysis of over 40 million emails, revealed that messages expressing moderate positivity or negativity evoked 10-15% more responses compared to completely neutral emails. However, the research also discovered that excessive emotion resulted in similar response rates as neutral emails, highlighting the importance of striking the right emotional tone.

When it comes to word count, Boomerang’s data showed that emails between 50 and 125 words had the best response rates, just above 50%. This finding is further supported by a study from Constant Contact, which found that emails with approximately 20 lines of text (around 200 words) had the highest click-through rates among their 2.1 million customers.

While these studies provide a helpful range, it’s important to note that the optimal email length can vary depending on factors such as industry, target audience, and campaign objectives. For example, emails focused on nurturing existing customers or explaining complex products may benefit from a slightly longer length, while cold outreach or promotional emails should generally err on the side of brevity. By using MyFormData to retrieve submitted and abandoned web form data, you can analyze which email lengths resonate best with your specific target segments, enabling you to optimize your campaigns accordingly.

5 Best Practices for Crafting Effective Email Lengths

1.Keep It Simple and Scannable: Research consistently shows that emails written at a third-grade reading level perform better in terms of open rates and response rates compared to those written at higher reading levels. Free-flowing, informal language resonates better with recipients, making your message more approachable and easier to digest. Apps such as the free Hemingway App can analyze your email’s readability level, identify complex sentences, and suggest simpler alternatives. 

2. Include a Clear Call-to-Action (CTA): Every marketing email should include a clear and concise CTA, whether it’s asking for more information, scheduling a consultation, or making a purchase. Boomerang’s data revealed that emails with one to three questions were 50% more likely to receive a response compared to those without any questions. Craft your CTA as a natural extension of your email’s content, making it straightforward and actionable for the reader. 

3. Optimize Your Subject Line: Even the most well-crafted email content won’t matter if your recipient doesn’t open it. Boomerang’s research found that subject lines with only three to four words received the highest response rates. Personalization can also help boost open rates, so consider including the recipient’s name in the subject line when appropriate.

4. Leverage Data Enrichment Tools: To enhance the effectiveness of your marketing emails, consider using data enrichment tools like MyFormData. By tapping into their database of over 3 billion business records, you can supplement the information you have on your prospects, enabling you to craft more personalized and relevant email content that resonates with their specific needs and interests.

5. Prioritize Quality Over Quantity: Ultimately, the success of your marketing emails hinges on the value and relevance of your content, regardless of length. If you haven’t taken the time to research your audience, understand their pain points, and craft a message that resonates with them, even the perfect email length won’t guarantee engagement or conversions. To ensure you’re delivering high-quality, relevant content to your audience, leverage tools like MyFormData to capture and enrich data from your web forms. This enables you to gain valuable insights about your prospects, such as contact information, company details, and interests, allowing you to craft more personalized and targeted email campaigns.


Continuously analyze and refine your email strategy based on performance data, audience feedback, and industry trends to ensure you’re delivering high-quality, engaging content that drives tangible results.

While research suggests that emails between 50 and 200 words tend to perform best, the ideal length can vary depending on your specific goals, audience, and content. By following best practices such as using simple language, including clear CTAs, optimizing subject lines, and strategically incorporating visuals, you can craft marketing emails that effectively communicate your message and drive the desired actions.

As you refine your email strategy and prioritize quality content, tools like MyFormData can be invaluable. By capturing and enriching data from your web forms, you can gain deeper insights into your audience, enabling you to craft marketing emails that strike the perfect balance between conciseness and personalization, ultimately driving better engagement and conversions.

For further guidance and resources on crafting compelling marketing emails, check out our blog or contact MyFormData today!