Constructing a Newsletter

Keeping newsletters short offers several key advantages that enhance their effectiveness and readability:

Increased Engagement: People have limited time and attention spans, so concise newsletters are more likely to be read and engaged with. If readers see a long, text-heavy email, they may skip or skim it rather than fully engaging.
Clear Communication: A short newsletter forces you to focus on the most important information, making your message clear and easy to digest. This reduces the chances of overwhelming your audience with too much content.
Refer to your website: Use your newsletter to refer to material on your website. Resist the temptation to fill the newsletter with content from the site.
Count your screens: The information on reading suggests that most readers will only go to one or two pages, anything below that is unlikely to be read.
Improved Retention: Brief and to-the-point newsletters help readers remember the key takeaways. A focused message is easier to retain, whereas too much information can dilute the impact.
Higher Click-Through Rates (CTR): When a newsletter highlights a few key points and uses clear calls-to-action (CTAs), readers are more likely to click through to learn more. Overloading them with content can lead to decision fatigue, reducing the likelihood of them taking action.
Mobile Friendliness: Many people (about 50%) read newsletters on their mobile devices. Shorter newsletters are easier to read and navigate on smaller screens, leading to better user experience and higher engagement rates. Make sure your newsletter fits on a mobile screen before you release it.
Respect for the Reader’s Time: Short newsletters show respect for your audience's time, increasing the chances they’ll stay subscribed and continue to engage with your content over the long term.

By keeping newsletters short and to the point, you increase the likelihood of maintaining reader interest and driving the desired actions.