Introduction
"Keep it short" is the most common advice in outbound. We tested it against 37,375 sent messages and found something we did not expect.
The numbers
| Message length | Sent | Replies | Reply rate |
|---|---|---|---|
| under 200 characters | 6,686 | 467 | 6.98 % |
| 200 to 399 characters | 5,017 | 279 | 5.56 % |
| 400 to 599 characters | 12,200 | 381 | 3.12 % |
| 600 to 799 characters | 10,443 | 403 | 3.86 % |
| 800 to 999 characters | 1,840 | 77 | 4.18 % |
| 1,000 characters and more | 1,147 | 78 | 6.80 % |
Very short wins. But very long does almost as well. And the middle, where most messages sit, loses clearly.
What this means in practice
Before you write, decide which of the two messages you want to write:
- The short question. Under 200 characters. One reason, one question, no pitch. Works especially well on LinkedIn.
- The long proof. Over 1,000 characters. Only for accounts you are really investing work in. With a concrete reference, with numbers, with a thought the recipient hasn't had yet.
SalesXMachina helps you cover both lengths, for example, so that your texts always stay personal and relevant.
Happy selling, Axel