{"id":18785,"date":"2022-08-03T09:27:42","date_gmt":"2022-08-03T13:27:42","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=18785"},"modified":"2022-08-08T13:06:54","modified_gmt":"2022-08-08T17:06:54","slug":"shorten-email","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/08\/shorten-email\/","title":{"rendered":"To shorten email, find your focus"},"content":{"rendered":"<h2>Expand on, but don&#8217;t exceed, the subject line<\/h2>\n<p>When a Toyota dealership wrapped up its car-maintenance-and-new-models e-zine with information about getting more protein into your diet, subscribers were surprised.<\/p>\n<figure id=\"attachment_30260\" aria-describedby=\"caption-attachment-30260\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30260\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/shorten-email\/shorten-email\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" data-orig-size=\"467,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"shorten-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Take these 3 keys to e-zine success&lt;\/strong&gt; 1) Focus. 2) Focus. 3) Focus. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/two-hands-holding-fingers-like-frame-44233081&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Robert Kneschke&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email-300x193.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" alt=\"Shorten email\" title=\"Shorten email\" width=\"467\" height=\"300\" class=\"size-full wp-image-30260 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png 467w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email-300x193.png 300w\" data-sizes=\"(max-width: 467px) 100vw, 467px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 467px; --smush-placeholder-aspect-ratio: 467\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"30260\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/08\/shorten-email\/shorten-email\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" data-orig-size=\"467,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"shorten-email\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Take these 3 keys to e-zine success&lt;\/strong&gt; 1) Focus. 2) Focus. 3) Focus. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/two-hands-holding-fingers-like-frame-44233081&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Robert Kneschke&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email-300x193.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png\" alt=\"Shorten email\" title=\"Shorten email\" width=\"467\" height=\"300\" class=\"size-full wp-image-30260\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email.png 467w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/10\/shorten-email-300x193.png 300w\" sizes=\"(max-width: 467px) 100vw, 467px\" \/><\/noscript><figcaption id=\"caption-attachment-30260\" class=\"wp-caption-text\"><strong>Take these 3 keys to e-zine success<\/strong> 1) Focus. 2) Focus. 3) Focus. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/two-hands-holding-fingers-like-frame-44233081\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Robert Kneschke<\/em><\/a><\/figcaption><\/figure>\n<p>They&#8217;d signed up for the car information, but not the diet advice. And since when was their dealer an expert in nutrition?<\/p>\n<p>That&#8217;s one of the most interesting findings among the <a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" rel=\"noopener noreferrer\" target=\"_blank\">Nielsen Norman Group&#8217;s 199 usability guidelines<\/a> for e-zines and email blasts:<\/p>\n<h5 class=\"standalone\">Focus your e-zine. Don\u2019t give subscribers any extra bonus material. They don\u2019t want it.<\/h5>\n<p>Indeed, the most highly rated newsletters in NNG&#8217;s usability studies all contained highly focused content with no extraneous information. Users don&#8217;t want extraneous irrelevant information to get in the way of <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/how-to-write-an-email\/how-long-should-an-email-be\/\">relevant, targeted information<\/a> they can use.<\/p>\n<p>To give subscribers what they&#8217;re looking for:<\/p>\n<h3>1. Focus on your area of expertise.<\/h3>\n<p>If you&#8217;re sending out a car dealership e-zine, tell me about cars. I don&#8217;t want to hear about your grandchildren, your vacations or your high-protein diet.<\/p>\n<h3>2. Cover a single topic.<\/h3>\n<p>Subscribers in Nielsen Norman Group studies often felt overwhelmed by the number of topics in email newsletters. They preferred newsletters to focus on one story or offer short, focused snippets of information on each topic.<\/p>\n<p>&#8220;There&#8217;s pretty much a &#8216;don&#8217;t waste my time&#8217; phenomenon at play,&#8221; write the Nielsen Norman Group researchers. &#8220;If newsletters \u2026 overloaded a message with unrelated topics they were generally disliked by recipients.&#8221;<\/p>\n<h3>3. Hew to the subject line.<\/h3>\n<p>ClimateNexus.org sent out an e-zine with the subject line: &#8220;Planet\u2019s Cool New Agreement, Navy\u2019s Biggest RE Buy, and More.&#8221;<\/p>\n<p>With an emphasis on <em>and More:<\/em> The message itself included links to 105 stories.<\/p>\n<p>\u201cThe newsletter contained a number of news stories that were not encompassed by the subject,&#8221; a subscriber kvetched to NNG researchers. &#8220;The amount of content was overwhelming. I would prefer a shorter, more curated list. I feel like the subject line opens up the door for them to take the email anywhere.\u201d<\/p>\n<p>So drop the <em>and more<\/em>. E-zine subscribers want relevant, targeted information wrapped up in a pithy subject line. If a story doesn&#8217;t hew to that subject line, take it out.<\/p>\n<p>And if a quote doesn&#8217;t hew to that subject line? Take it out.<\/p>\n<p>When The New York City Parks <em>Daily Plant <\/em>newsletter delivered a <em>Quote of the Day <\/em>that was unrelated to the rest of the e-zine\u2019s stories, one subscriber grumbled to NNG researchers, \u201c\u2018Quote of the Day\u2019? Is that supposed to relate to the information in the newsletter?\u201d<\/p>\n<p>Yes. That&#8217;s <strong><em>supposed<\/em><\/strong> to relate to the information in the newsletter. So make sure it does. Choose stories \u2014 and quotes \u2014 only if they hew to the subject line.<\/p>\n<h3>4. Be focused \u2026 but not too focused.<\/h3>\n<p>Are you so focused that some of your subscribers feel left out? Even for a single issue?<\/p>\n<p>As you remain focused, don&#8217;t get so segmented that subscribers question whether your newsletter is for them. Examples from NNG research:<\/p>\n<ul>\n<li><strong>One subscriber felt alienated by a grocery store newsletter<\/strong>, which, he felt, focused on mothers instead of young men. &#8220;We eat too, you know!&#8221; he told NNG researchers.<\/li>\n<li><strong>A <a href=\"http:\/\/Parenting.com\" rel=\"noopener noreferrer\" target=\"_blank\">Parenting.com<\/a> e-zine greeted subscribers, &#8220;Dear Mom&#8221;<\/strong> \u2014 leaving out the fathers who had also subscribed.<\/li>\n<li><strong>When a <a href=\"http:\/\/BNET.com\" rel=\"noopener noreferrer\" target=\"_blank\">BNET.com<\/a> newsletter, <em>Business Tools for Busy Leaders,<\/em> covered hiring practices and other HR topics in one issue<\/strong>, some subscribers felt it was not aimed at a general business audience.<\/li>\n<li><strong>A single special issue about California wine<\/strong> made subscribers to a <a href=\"http:\/\/WineLoversPage.com\" rel=\"noopener noreferrer\" target=\"_blank\">WineLoversPage.com<\/a> e-zine think the newsletter focused exclusively on California.<\/li>\n<\/ul>\n<p>Solutions:<\/p>\n<ol>\n<li><strong>Indicate your broader focus in each issue<\/strong>: Include next week&#8217;s topic in one line at the bottom on the message, for instance, or quick images and links to the last three topics.<\/li>\n<li><strong>Consider offering segmented e-zines<\/strong> to California wine lovers or HR managers.<\/li>\n<li>Mostly, though, counsel the folks at the Nielsen Norman Group: &#8220;<strong>Know who your audience is<\/strong> and work to create well balanced content in each edition to satisfy your entire customer base.&#8221;<\/li>\n<\/ol>\n<h3>5. Offer focused \u2026 variety.<\/h3>\n<p>While subscribers demand focus, they don&#8217;t want to be bored. And while it makes no sense to try to offer something for everyone, you might reach more people with a little extra variety.<\/p>\n<p>So steal a tip from History.com&#8217;s <em>This Day In History<\/em> e-zine. It focuses on one historical item in each issue. But it also provides links to other several events that occurred on the same day.<\/p>\n<p>That&#8217;s variety. And focus.<\/p>\n<p>Amen.<\/p>\n<p><a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/readability\/short-content\/story-angle\/\" target=\"\" rel=\"noopener noreferrer\">Learn more about focus<\/a>.<\/p>\n<p style=\"text-align: center;\"><strong>What techniques do you use to focus your e-zines?<\/strong><\/p>\n<p>___<\/p>\n<p>Sources: Kim Flaherty, Amy Schade, and Jakob Nielsen; <em><a href=\"https:\/\/www.nngroup.com\/reports\/email-newsletter-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing Email and Newsletter Design to Increase Conversion and Loyalty, 6th Edition<\/a><\/em>; Nielsen Norman Group, 2017<\/p>\n<div id='MC-EMAIL-SHORT' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-16\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you get the word out via email?<\/h3>\r\n<p>Email recipients spend an average of just 11 seconds on marketing emails they review. They spend just 51 seconds on email newsletters.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>In this environment, how do you get the word out via email?  <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/email-writing-training.png\" alt=\"Get Opened, Read, Clicked, our email-writing workshop\" title=\"Get Opened, Read, Clicked, our email-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a>\r\n<\/p>\r\n\t\r\n<p>Find out at <a title=\"Get Opened, Read, Clicked, our email-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener\"><strong>Get Opened, Read, Clicked<\/strong><\/a> \u2014 our email-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll learn how to make your email message short \u2014 but not too short, how to write paragraphs that get read on smartphones, and how to hit the right readability level for email.<\/p>\r\n\r\n<p>You\u2019ll leave with tips, tricks, latest best practices \u2014 and the data to back it all up \u2014 for getting your email newsletters and marketing pieces opened and read.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/email-marketing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Expand on, but don\u2019t exceed, the subject line<\/p>\n","protected":false},"author":6,"featured_media":30260,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[158],"tags":[458,459,253],"class_list":{"0":"post-18785","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-email","8":"tag-e-zines","9":"tag-emails","10":"tag-newsletter","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>To shorten email, find your focus<\/title>\n<meta name=\"description\" content=\"Take these 3 keys to e-zine success: 1) 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