Understanding how much content to provide in a mailing is a tough question to answer. Having an approach to the quantity of your stories will help to set the expectations for the reader experience.
Rather than guessing as to what size resonates best with your audiences, why not base it on data? The By Email Body Size report counts the characters in the story and then groups them together to make it easy for you to spot what content size works best.
The Answer Marketing Questions reports are best used with specific filters. When you set your filters, always consider finding a way to create results give you an "apples to apples" style comparison - look for ways to base different reporting results on the same criteria. Whenever you several reports and find that the selected criteria provide some variation, you'll also find valuable insights!
Navigate to Mailings > Reports > Mailing Summary Report (or navigate to Mailings > View Mailings and click Reports in the upper right corner). Once you have done so, you may follow the steps to filter the exact mailings you are looking to report on.
Click the View Reports tab.
Expand the Compare Mailing Results in the Reports panel.
Select By Email Body Size.
By now, you will be able to infer which email body size is the best for the mailings you have chosen to analyze. Here is a sample of what you can expect upon opening up this report.
This chart area can be customized to include many types of data. Click Columns to select which pieces of data you'd like to include in your report. Notice that you can remove all columns for a fresh start, add all columns to jam pack your report full of every piece of data available, or add/subtract as you see fit.
It may even be in your best interest to filter based on any data that may be available in the columns you've selected. Click Search to further refine your report.
Share Your Insights
To share this information, simply click Export at the top of the report and click Download Excel File in the resulting pop-up.
Is It Possible That You Could Say More With Less?
Analyzing the mailing summary for the length of your copy could reveal that perhaps your messages are too long and are negatively impacting click-throughs. It may be time to reduce the amount of content, increase the amount of direct language, and cut back on unnecessary content. As long as you can evolve your mailing creation tactics based on what the reports reveal, you can turn any poor results into a positive learning experience.