We've all been there. 

You start an email with a particular purpose, and suddenly, as you're writing, a whole host of questions or things of interest pop into your head, which also seem relevant. Quite quickly, it's gone from a succinct email to one of quite considerable length.

Not only is the receiver going to feel a little overwhelmed, but they're also going to struggle to grasp all of the information.

Whilst I would recommend that if a long email is necessary you space it out clearly, proof read several times and then offer a phone call to clarify any unclear points, sometimes that just isn't very easy.

What if that email is one sent out to a database of 4000? How then, will you be able to field the calls to answer any queries from even a small percentage of those recipients? 

It's at this point when it becomes very clear that automated emails in particular, need to have a defined purpose and next step.

This article from Copyblogger delves into the sins and virtues of email marketing, from the perils of sending too many, to the importance of injecting some personality.

However, I think that whilst it may take time to hone the knowledge of the optimum frequency of emails for your particular audience, (this of course, can never be generic across all fields) making sure that they are focussed with a single, strong call to action is something we can all do now.

So, next time you go to send an email, ask yourself if you're straying from your point, and if it's clear to the reader what you want them to do next. 

You never know, it might just improve your click rate.