Does long copy work?

Karen Gedley writes in ClickZ that the accepted wisdom about using short, sharp copy in emails may not always ring true.

As a copywriter who normally writes longer emails than average (350 words), she conducted an admittedly unscientific study of her marketing clients and found that the most heavily clicked links of her emails were often the ones right down at the bottom of the copy.

She writes: “Don’t write short copy because everyone tells you it’s the only way to go. Instead, try testing long copy vs. short copy in a head-to-head test to find out what your audience responds to best.

“And be sure that the end of your message is as powerful as your lead-in. It turns out your best prospects are reading both.”