Managing Your Nonprofit’s Email Newsletter Length

Imagine this scenario: you receive an email from a nonprofit that you’ve donated to in the past. You open the email and are bombarded by pages and pages of text. You immediately roll your eyes and press DELETE.

This happens all the time. The average person either doesn’t have time to read an email where they have to scroll, or doesn’t want to. Your goal is to make your emails short and sweet, but provide enough content to get your reader to click.

There are a few different ways to do this. We’ve found that the best length for a typical newsletter is somewhere between 400-600 words. This will allow your supporter to quickly skim through your email and determine whether or not they want to dive deeper. This is especially important when viewing an email on a mobile device.  Fifty percent of the people read their emails on a smartphone. Keeping your message short will help readers get through all your content.

If you’re having trouble keeping your newsletter to this length, include a link at the end of each section or at the bottom of your email prompting them to learn more.

Suggested length for different templates:

    • One 500 word article
    • Two 250 word articles
    • Three-five 100 word articles
    • Each article can have a  “learn more” or “read more” link directing the reader back to your homepage or to the longer article.

Whichever way you decide to format your newsletter, remember: less is more. Overwhelming your supporter with too much content will decrease your click-through rate and distract from your call to action.

Here is an example of a newsletter that provides just the right amount of content.

Best Practice Email Newsletter Length

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