Tailor your length based on the audience
Posted: Thu Mar 27, 2025 10:32 am
Remember when I mentioned that what you say is more important than how long it takes you to say it? Well, what you say should match what your audience wants (and keep in mind, there’s a difference between what they want, and what you want them to want)!
Use list segmentation to personalize your emails special lead and send the most relevant messages to the right contacts. For instance, your different audiences could include:
Brand new site contacts who haven’t purchased yet
Serial browsers who have never purchased
Shoppers who have abandoned their cart
Frequent buyers
Readers’ interest in your emails will largely depend on their engagement with your brand, so segmenting based on their shopping behaviors is critical to giving readers what they want.
Take your new subscribers as a perfect example: these contacts don’t know you very well yet. They’ve probably never purchased from your store. They don’t have much emotional investment in your brand, so you’ll want to keep emails to this group shorter.
Now think about your loyal, repeat customers. They know your products and they’re presumably interested in what you have to say, so these contacts may be willing to scroll a little bit to see new products, discounts, or other value your email brings to their inbox.
Use list segmentation to personalize your emails special lead and send the most relevant messages to the right contacts. For instance, your different audiences could include:
Brand new site contacts who haven’t purchased yet
Serial browsers who have never purchased
Shoppers who have abandoned their cart
Frequent buyers
Readers’ interest in your emails will largely depend on their engagement with your brand, so segmenting based on their shopping behaviors is critical to giving readers what they want.
Take your new subscribers as a perfect example: these contacts don’t know you very well yet. They’ve probably never purchased from your store. They don’t have much emotional investment in your brand, so you’ll want to keep emails to this group shorter.
Now think about your loyal, repeat customers. They know your products and they’re presumably interested in what you have to say, so these contacts may be willing to scroll a little bit to see new products, discounts, or other value your email brings to their inbox.