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Chunking is breaking your copy up into easily scannable paragraphs. Chunking is more effective for your online readers, here’s why…
It’s a mountain to climb…
I can manage this!
Usability expert Jakob Nielsen wrote the definitive study showing that most users don’t read online, they scan. Until recently you had to read his classic 1997! study, but now these sketches give better proof.
Thanks, to Mark Brownlow of Email Marketing Reports for saying we could share the sketches from his original copywriting tip on Smart Insights.
To add to Mark's original, some tips that I’d add to make your chunking in email marketing more effective are that:
Here's a recent example of a B2B mail which illustrates many of these, but is it too long?
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
Turbocharge your results with this toolkit containing 8 resources
The Email Marketing And Marketing Automation toolkit contains:
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