If you want to reach prospective clients online, copy for email, eNewsletters, blog posts, etc. should contain half the word count of conventional text. People read a lot online plus they receive a ton of email. A majority of your readers won’t have time to read your lengthy copy.
The most frequent advice study participants had for newsletter creators was - “keep it brief.”
Nielsen Norman Group ’s research found that 79 percent of their test users always scanned any new page they came across; only 16 percent read word-by-word.
