Blog Post | Dec 03, 2024
Say Less: Your Guide to How Many Words You Should Use in Marketing
For successful marketing copy that engages users and sells, shorter is usually sweeter—but not always. This article is a quick guide on recommended word counts for common marketing tactics.
Whoever coined the term "less is more" probably wasn't thinking about marketing copy, but it definitely applies. Even when we have a lot to say about our products and services, our potential customers may not have the time (or interest) to hear it.
From a design perspective, too many words on a marketing piece can appear unattractive or look like so much work to get through that your audience decides not to bother.
To help you say the most but with fewer words, we've compiled a list of the latest best practices from marketing experts and guidance on how to make each word count.
Blog post: A well-written, keyword-rich blog post of about 1,500 words is best for reader engagement and SEO. Don't overwrite or pad your article: research has shown posts of about 500 words work well, too.
Direct mail letter: Direct mail is the medium for longer copy that provides readers with maximum detail and information. A good rule of thumb is that each page contains approximately 250 words (similar to a business letter).
Email: The email sweet spot is between 50 - 200 words. Emails with fewer than 25 words tend to perform the same as those with between 500 and 2,000 words, with performance dropping for those that are either super-short or long and overly wordy.
Email subject line: Aim for 30 - 50 characters or 5 to 7 words, but "your mileage may vary," depending on what email platform and phone recipients are using. For example, Gmail on an iPhone only shows 36 characters in the inbox. Frontload the critical words or details so even if the subject line is truncated, readers still have a reason to open the email.
Facebook post: Posts of 40 - 80 characters get the most engagement because they can be scanned quickly, making readers more likely to like, comment and share.
Indoor/retail sign: 10 words maximum. You should offer a clear benefit and a simple call to action.
Instagram post: On Instagram, shorter really is sweeter. If your caption exceeds 50 characters, users may just scroll right past your post.
Outdoor (billboard) /exterior signage: No more than 7 words, plus a URL or phone number.
Print ad: For maximum readability and comprehension, your headline should be 5 - 15 words, with body copy of up to 150 words. The more single-minded or focused on one central idea, the better.
SMS message: The ideal length is under 100 characters or about 15 - 20 words, maximum. One study found that text messages over 100 characters were only half as effective as shorter ones.
Tweet: Experts recommend a length of 71 - 100 characters since shorter tweets tend to get retweeted more often and won't get cut off or shortened when viewed on mobile.
Count on Us for All Your Marketing Needs
Whether you need to design and print a direct mail piece or want to reassess your overarching marketing strategy, we've got the resources and expertise to help you succeed. Contact us today.
From a design perspective, too many words on a marketing piece can appear unattractive or look like so much work to get through that your audience decides not to bother.
To help you say the most but with fewer words, we've compiled a list of the latest best practices from marketing experts and guidance on how to make each word count.
Blog post: A well-written, keyword-rich blog post of about 1,500 words is best for reader engagement and SEO. Don't overwrite or pad your article: research has shown posts of about 500 words work well, too.
Direct mail letter: Direct mail is the medium for longer copy that provides readers with maximum detail and information. A good rule of thumb is that each page contains approximately 250 words (similar to a business letter).
- For lead generation, plan on 1 - 2 pages, or up to 500 words.
- To sell a product or service, you may need 2 pages (500 words) or more if you're writing about something complex.
- Some of the best-performing fundraising letters are 4 or 5 pages long (up to 1,250 words) for fundraising.
Email: The email sweet spot is between 50 - 200 words. Emails with fewer than 25 words tend to perform the same as those with between 500 and 2,000 words, with performance dropping for those that are either super-short or long and overly wordy.
Email subject line: Aim for 30 - 50 characters or 5 to 7 words, but "your mileage may vary," depending on what email platform and phone recipients are using. For example, Gmail on an iPhone only shows 36 characters in the inbox. Frontload the critical words or details so even if the subject line is truncated, readers still have a reason to open the email.
Facebook post: Posts of 40 - 80 characters get the most engagement because they can be scanned quickly, making readers more likely to like, comment and share.
Indoor/retail sign: 10 words maximum. You should offer a clear benefit and a simple call to action.
Instagram post: On Instagram, shorter really is sweeter. If your caption exceeds 50 characters, users may just scroll right past your post.
Outdoor (billboard) /exterior signage: No more than 7 words, plus a URL or phone number.
Print ad: For maximum readability and comprehension, your headline should be 5 - 15 words, with body copy of up to 150 words. The more single-minded or focused on one central idea, the better.
SMS message: The ideal length is under 100 characters or about 15 - 20 words, maximum. One study found that text messages over 100 characters were only half as effective as shorter ones.
Tweet: Experts recommend a length of 71 - 100 characters since shorter tweets tend to get retweeted more often and won't get cut off or shortened when viewed on mobile.
Count on Us for All Your Marketing Needs
Whether you need to design and print a direct mail piece or want to reassess your overarching marketing strategy, we've got the resources and expertise to help you succeed. Contact us today.