Keep emails short
When less really is more in email
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Let’s dive into today’s topic:
Keep emails short
In a crowded inbox, short emails build trust and encourage opens.
Why it matters
Inbox overload is universal. In music, inboxes are overflowing with promos, pitches, and newsletters. When an email takes too long to read, attention fades fast.
Short emails increase the chance of the whole message being consumed. Over time, this builds trust. Readers open future emails knowing it won’t cost them much energy.
There is also a technical factor about how email platforms handle length. For example, Gmail clips emails that exceed 102 kilobytes. In practice, this means part of the message disappears behind a “view entire message” button, forcing readers to click again. Most won’t.
How it works
My (untested) assumption is that the ideal email newsletter should be short enough to consume in under a minute. That principle can guide format and delivery:
It is better to send three short updates than one long email with three messages crammed in.
Keeping paragraphs short or using bullet points improves readability and allows people to scan.
Watching file size matters. Gmail clips emails over 102 KB. While this slightly impacts text length, it harms emails with heavy templates and image blocks. Keep emails as clean as possible.
Storytelling is the exception. A strong hook and straightforward narrative can hold attention for longer reads.
Go deeper
This applies beyond newsletters. Press outreach, promoter pitches, and cold requests all benefit from brevity. Cold outreach should ideally state both the benefit and the request within seconds of reading.
Yes but…
Long-form emails still work when they fit the artist’s brand. To succeed, they must rely on storytelling tactics, especially a strong headline and opening paragraph that persuade readers to continue.
Keep the design light, avoid image-heavy templates, and stay below Gmail’s clipping threshold.
The irony isn’t lost here: this edition itself is way longer than my proposed ideal short email. With all content, quality comes before tactics.
Take action now
Artists could test their emails for both length and file size. I like using tools such as Mail Tester to highlight issues and suggest improvements.
Your thoughts
Further reading
What a perfect artist newsletter should look like (The Fanbase Builder)
Improve short-form videos with creative strategies (The Fanbase Builder)
Your Emails are Too Long (Zen Habits)
What Is Inbox Clipping and How To Avoid It? (SendLayer)