DOES EMAIL LENGTH MATTER? WHAT 5M EMAILS TELLS US ABOUT ENGAGEMENT

Summary from the TLDR Marketing newsletter

Emails under 300 words achieve the highest open and reply rates, with reply rates more than doubling compared to longer pitches. Including full press releases or excessive intro text reduces effectiveness, so it's better to link to supporting material like datasets via Dropbox or Google Drive. Pitches must be relevant to the journalist's specific beat and personalized authentically without using insincere flattery. Cutting fluff and getting to the story immediately helps keep the email concise and impactful. Shorter emails are not lower quality, they are simply more focused and easier for journalists to process quickly.