Brevity may be the rule for most successful e-mailers, but certain target audiences may respond to a wordier approach. Who's Mailing What, which tracks 220 e-mail categories, reported recently that while most companies send e-mails with a word count below 250, a few categories are markedly more verbose. Social action fundraising e-mails topped the chart in terms of word count, weighing in with an average of 647 words to persuade donors to open their checkbooks. The second most wordy category was seminars/conferences with a 619 word count to convince prospects of the value of high-cost attendance. Also above 350 words per email were religious magazines, political fundraising, special interest magazines, general newsletters and business/financial magazines. The other 212 categories had word counts of 300 or less. See the report at http://www.directmarketingiq.com/slideshow/email-marketing-word-count-trends-companies-including-fundraisers-magazines
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