Why is the word count of email promotions getting shorter?

I just completed my analysis of June email promotions for this week's issue of All About eMail from Target Marketing magazine. One of the striking numbers to me is how the average word count continues to drop.  Comparing April 2010 data to April 2011, the word count average has dropped to 374 per email, a reduction of 8.1%.

For "repeated" emails, those appearing more than once in the EmailCampaignArchive.com database, the word count drops even more to 235.  That's 37% less than "all" emails.

Clearly shorter email word count isn't a fluke.  It's a trend.

Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.