I distinctly remember in 12th grade, one of my classmates asked our teacher how long our essay had to be.
My teacher’s response was simple (and definitely not politically correct):
“It should be like a skirt: Long enough to cover the subject, but short enough to keep your attention.”
But truthfully, email marketing is no different than my 12th grade essay: There is no exact length that your email campaigns should be.
Can you fit your email into a tweet? Sometimes 280 characters is all you need for simple ideas.
Sometimes more technical ideas need to be several pages of words to fully explain.
Now, your emails definitely should not take forever to scroll through, but the main point is that the length of your email campaigns does not matter, as long as your main point(s) are driven home in a clear and concise way.
So when you go to design your next email campaign, take Don Draper’s advice:
“Make it simple, but significant.”
But sometimes you can't do it all yourself. Sometimes you need an email marketing consultant to guide you in the right direction.