Long copy versus short copy

When neanderthals first learnt to use sticks to beat each other over the heads with, they probably did so while arguing about whether short copy was better than long copy.

This brief from MarketingExperiments evaluates email landing pages, with the main focus a search for the best-performing sales copy length.

They cite particular case studies and, most interestingly, outline the various factors that determine which length is better. Because there is no one ideal copy length: it depends on what you're "selling", who's buying and why.

Excellent reading if you're wondering what approach to take in your own emails and web pages.

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