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Email marketing is booming: last year, 52% of marketers said their campaign’s return on investment (ROI) doubled, while 5.7% of marketers experienced an ROI four times larger compared to 2022, a Statista report shows.

How can you create similar results for your business this year?

The effectiveness of email marketing comes down to a few key factors:

• Knowing your audience and its pain points and desires.
• Creating emails that respond to those specific needs.
• Getting your emails in the inbox, where your subscribers can interact with them.

As the CEO of a B2B email marketing company, I often hear from customers about their top challenges. A big one? Creating emails that really engage and drive results. Getting the content, length and audience targeting just right is tough.

Related: How to Get People to Open – And Read – Your Emails

Most of your prospects prefer shorter emails

If you’re struggling to make your emails more engaging, here’s an aspect you may be overlooking: just make them shorter. Recent data from a ZeroBounce report shows that 66% of consumers prefer short emails, and only 6% favor longer ones.

But keep this caveat in mind: For 28% of people, email length becomes irrelevant if the content is well-tailored to their needs and interests.

It’s no surprise that people prefer shorter marketing emails. When inboxes are clogged with messages, why would you opt for a long message instead of a quick note? Concise and direct emails respect your prospects’ time and have a higher chance of getting their attention. But while most people prefer brevity, the quality and relevance of your emails are what truly capture and retain interest.

The message is clear for the 28% who don’t mind the length: When an email resonates well with their needs or interests, they’re willing to invest more time, regardless of word count. This segment of your audience is receptive to more in-depth content that speaks directly to their challenges.

How to determine the right email length

So, how do you strike the right balance between brevity and substance? The key is to start with understanding your audience. Segment your email list based on behaviors, preferences and past interactions. This segmentation allows you to tailor your messages more precisely. Also, you probably send different types of emails. That aspect alone should guide your approach:

• Newsletters can be longer and cover several pieces of information in more depth.
• Drip campaigns can consist of a series of emails that gently push your prospects closer to a purchase. Those emails can be short — sometimes, a few lines followed by a call-to-action (CTA) is enough.
• Targeted campaigns, such as a discount or free offer, can have an engaging image paired with a couple of sentences and a catchy CTA button.

If you’re still unsure whether your email is too long, here are a few tips to save you time and make things easier.

Start with a clear goal

Every email should have a clear purpose. Whether it’s to inform, increase engagement or drive sales, your goal will dictate the necessary length. Don’t add fluff just to extend an email; keep it as long as necessary to fulfill its purpose.

Choose simplicity and clarity

Use simple language and clear CTAs. Marketing emails rarely benefit from any metaphors. Your email should guide readers smoothly from the opening line to the desired action without unnecessary detours.

Personalize to the last detail

Use what you know about your customers to tailor your emails. When marketing emails feel personal, people care more about the message and less about the length.

Test and adjust to what your audience likes

Studies can point you in the right direction in terms of consumer preferences, but only you can determine what your audience responds to the most. Before sending your next email, consider A/B testing different lengths. Then, analyze your metrics to see what performed best.

Improve your layout

Sometimes, the way information is presented can affect how we perceive the length of an email. Breaking text with relevant images or using bullet points can make longer emails appear more digestible and engaging.

Related: 4 Things You Can Automate in Your Email Marketing That Will Save You Time and Drive Sales

Ask your subscribers

Asking for opinions shows you care about serving your audience better, so why not include a poll in your next newsletter? Allow your subscribers to tell you how long they’d like your emails to be. Nothing beats direct customer feedback in helping you create more effective campaigns.

Bonus tips to increase email engagement

Here are a few extra tips to help your next emails get more clicks:

• Try to keep your subject lines between 30 and 50 characters. Not only will your subscribers process them faster, but keeping your subject lines short ensures they display well on all devices.
• Check your email list health to avoid bounces and the likelihood of landing in the spam folder.
• Assess your spam complaint rate – it should be under 0.1% to comply with Yahoo and Google’s new email-sending rules.

Also, remember your goal is to connect with your audience genuinely, no matter how many words it takes to get there. If your email ends up longer than you’d planned but addresses a topic many of your subscribers care about, don’t worry. Engaging content can often justify a longer read.

Following bombshell allegations earlier this year, a new report by the Transportation Ministry of Japan found that Toyota falsified data to certify select vehicles. The news caused the carmaker’s stock valuation to plummet by $15 billion in one week.

Toyota dipped an estimated 5.3% following the June 3 report, resulting in a loss of 2.45 trillion Japanese yen, equivalent to just over $15 billion.

Related: Toyota Airbag Recall 2023: See Which Models Are Affected

The inspection and subsequent report led Toyota to immediately halt shipments of three vehicles (Corolla Fielder, Corolla Axio, and Yaris Cross). Four other models have been discontinued since the data was found to be incorrect.

The falsified tests were reportedly conducted in 2014, 2015, and 2020.

“As the person in charge of the Toyota Group, I would like to sincerely [apologize] to our customers, to car fans, and all stakeholders for this,” said Akio Toyoda, Toyota chairman and grandson of the company’s founder, at a press conference last week.

Related: Who Is Shoichiro Toyoda? The First Heir to the Toyota Empire and Father of Current CEO Akio Toyoda Has Died

Still, the carmaker’s market cap is around $280 billion.

The scandal began in January 2024 after Japanese officials raided a Toyota factory following an admission from Toyota executives that the company had falsified the results of certain engine testing.

Meanwhile, the company reported a strong FY 2024 (which began in April 2023 and ended in March 2024) with a sales revenue of 45,095.3 billion yen, a 21.4% increase from FY 2023.

The results of the investigation are expected to harm the company’s future earnings. Toyota is expected to report Q1 FY 2025 in August.

Father’s Day is a great time to show Dad you really know him. And for project-oriented fathers who are always trying to check off boxes and be their most productive selves, you could win the day with Microsoft Project 2021 Professional. This leading project management tool is on sale through June 10 as part of our Father’s Day Sale.

Microsoft Project has earned 4.4/5 stars on GetApp and Capterra. TechRadar writes, “Microsoft Project remains an excellent project management tool for experienced professionals. Its ability to forecast project costs and assign resources based on intricate details means it can simply go further than and do more than the alternative project solutions.”

This powerful tool is surprisingly intuitive to use, giving you a range of pre-built templates for all kinds of projects. You can seamlessly manage projects with the right timelines, budgets, and resources for your specific needs. Scheduling and organizing multiple timelines is a breeze, while built-in reports help you identify bottlenecks, iron out inefficiencies, and make more informed decisions on each individual task. You can even run what-if scenarios to explore the potential outcomes of different decisions.

You can sync with Project Online and Project Server to keep everything organized from start to finish. Plus, Microsoft Project supports the Long-Term Servicing Channel (LTSC) and is compatible with Office LTSC and Office 2021 for even more streamlined management.

This offer is made possible by an authorized Microsoft Partner, so you know you’re getting a legit deal.

Now through 11:59 p.m. PT on June 10, you can get Microsoft Project 2021 Professional for just $19.97 (reg. $249) for Father’s Day.

StackSocial prices subject to change.

PDFs are frequently the document type of choice in business. It makes sense. They don’t take up too much disk space, they send quickly, and they’re stable files that aren’t easy to change. However, when you need to make changes, they can be a real pain. That’s why you need a tool like PDF Expert, and right now, you can get a lifetime Premium Plan for $60 off.

PDF Expert is one of the most highly-regarded PDF solutions on the market, with more than 30 million users who have propelled it to a 4.6/5-star App Store rating and helped it earn an Apple Editors’ Choice Award. It was even runner-up for App of the Year. PDF Expert has earned 4.6/5 stars on TechRadar and 4.5/5 stars on PCWorld, too.

Those accolades are because PDF Expert packs all of the tools you need into a seamless, all-in-one PDF editor that’s easy to navigate and use. Whether you need to edit text or insert images, annotate passages or comment about changes, convert to and from PDF and other file types, or organize PDFs, PDF Expert has you covered.

With PDF Expert downloaded you can easily fill out PDF forms just by clicking on them, sign legal documents virtually in just a few clicks, and even redact PDFs to protect sensitive information. PDF Expert also supports OCR so you can search documents for text to make more specific changes.

Get the last PDF tool you’ll ever need at a discount.

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StackSocial prices subject to change.

Curious how AI can save you $100,000 and dramatically increase your leads? In this weeks video, I walk you through 7 critical questions from our unique quiz that uncovers the AI secrets every entrepreneur must know! Plus, breaking news from OpenAI that could profoundly alter the landscape of content management and search engine optimization.

Take the AI skills quiz here (available for a limited time) and equip yourself with practical knowledge by grabbing a copy of my new book, ‘The Wolf is at the Door – How to Survive and Thrive in an AI-Driven World.’

According to Fitch Ratings’ Global Economic Outlook report for 2024, a steep 2.1% dip in world growth is expected this year. CEOs and other executives must find firm footing atop shaky terrain. Bold leadership and robust fundamentals to sustain scaling are a must in these times.

As best-selling author Marshall Goldsmith says, “What got you here won’t get you there.” The challenges of the current landscape call for new approaches and solutions to protect your company and even spearhead growth in 2024. I’ve advised the strategies for CEOs of publicly traded companies, family offices and everything in between. My finger is firmly on the pulse of what top leaders do to remain effective in uncertain times.

Maintain a continually growing, recession-proof enterprise by following the seven strategies I’ve detailed below:

1. Budget for the worst-case scenario

Global growth declining means potential ceilings will lower, and basements will steepen. Weighing these realities is crucial when you’re budgeting and spending. Increase your optionality and runway by keeping your business flush with cash. Dave Ramsey says to set aside at least six to twelve months’ worth in emergency savings — do this for your business.

This approach provides wiggle room during slow-moving seasons, offering freedom to work toward solutions, innovate or pivot as needed and ensure your company remains intact and healthy. For example, one CEO explained that revenue slowed down this year, and they faced the prospect of letting three of their best staff go. But with a one-year savings fund set aside, for example, you may have the runway to keep on your best staff and weather the slowdown.

Related: You Won’t Have a Strong Budget Until You Follow These 5 Tips

2. Establish your expertise and differentiate your high-value offerings

Has quality lead flow evaded your business? Are you frequently lowering prices to attract clients? If so, consider the points below. These days, in a world in flux, your target market consists of B2B and B2C clients seeking trustworthy industry leaders and problem solvers. Brand equity is, therefore, vital. Infuse your business with it through the following methods:

• Position your brand as an authority and influential force in your sector.
• Invest in improved positioning to enhance and harness your brand’s marketplace perception. Align with other reputable, well-positioned companies that can help bolster your standing.
• Procure client testimonials and accumulate positive reviews. Place those front and center in the primate real estate across your website and social media profiles.

Do everything possible to establish your expertise and differentiate your high-value offerings. An influx of clients will follow.

3. Cultivate thriving relationships

Build foundational pillars by cultivating relationships and opening yourself and your business to collaboration, mentorship referrals and resource sharing. Doing so establishes goodwill and healthy alliances, providing a layer of security for your company.

Professional and personal partnerships come in two forms:

1. Partners who share your values.
2. Partners with complementary skill sets.

Making these connections can mean entering new spaces, stepping out of your comfort zone or even building communities from scratch. Offering value is a foolproof catalyst in these instances.

Analyze what you could do to solve a problem for a desirable partnership candidate. Execute your solution and make an offer. Present this individual with a game-changing partnership opportunity or an exciting idea. For example, if I notice a high-level CEO has written a book and speaks widely but may like to speak on the TEDx stage, I can introduce myself and present the opportunity at the outset, offering value by having done research in advance.

When you’ve created a connection, always have this partner’s back when needed. Be intentional about communicating the parameters you expect in a reciprocal partnership so everyone is on the same page.

4. Keep your reputation intact

A sterling reputation is a leg up over almost any competitor in your industry. Don’t allow a measly misstep or sloppy shortcut to derail all you’ve worked for. Thanks to social media, when brands mess up, they’re more visible than ever, shrinking bottom lines at a time when companies can’t afford the hit. Get ahead of potential snafus. Vet your sources, vendors and clients rigorously, establishing processes and sequences to ensure you work with high-integrity peers, partners, and colleagues.

Moreover, be conscious and intentional about your image on social media. Scrutinize every post and ask if it will help or hinder your reputation. If they don’t pass the gut check, trust your intuition and move on.

5. Align with top talent

You and your company can only afford to align and work with the highest-performing staff, talent and partners. Many people overpromise and under-deliver. They’ll sap you of resources while you lose precious time. Establish parameters before entering business partnerships to ensure a value match and optimal time usage. Doing so prevents you from damaging your reputation because you tried squeezing juice from a spoiled turnip.

For example, I take extra time on a call to ask specific questions about the parameters of the project and what a successful outcome looks like for everyone. At the end of the call, I ask what the deadline is to receive informational materials and schedule a call to discuss the next steps. If they cancel the next call or miss their deadline on the small items, I make a mental note and prioritize them less in the future. Protect your sphere of influence — people must prove themselves before working their way in.

6. Remain calm, cool and collected

Soft skills like emotional intelligence (EQ) and empathy grow in importance as AI and automation run rampant in workplaces. Still, emotions can’t be allowed to impede your professional survival. For instance, external factors aren’t about emotions. Therefore, your reaction to them can’t be emotional. Shaky geopolitics and unforgiving economic factors can derail your progress, but they shouldn’t ruin you. It’s up to you to assess, analyze, pivot and improve your skills accordingly.

Fulfill promises. Remain resilient. Prove yourself an unflappable anchor. People flock to leaders in precarious times, and if you can prove yourself as such, you’ll establish a foothold in your ecosystem when things stabilize.

Related: How to Advance Your Career Through Upskilling and Reskilling in Your Current Role

7. Evolve your skillset

AI has sent technological advances on a rapidly moving path, altering the landscape of many industries as the global economy threatens to recede.

Stay ahead of the curve by upskilling and familiarizing yourself with the tools of today and tomorrow by taking these paths:

• Earn new certifications in complementary business verticals.
• Gain a working knowledge of AI or coding.
• Learn the nuances of deal structuring and negotiation.
• Invest in cutting-edge technique training for your team.

With these seven strategies, you’re positioned for sustained success in 2024 and beyond.

Determining a business’ value is not all about adding up revenue and subtracting expenses. While an important piece, these hard numbers are only half the equation for computing what a company is worth. To come up with the true value, we also look at factors like the level of owner involvement, company goals and growth opportunities. When we use the complete equation, we get a comprehensive picture of a business and can better understand the story of its past, present and future.

Calculations may vary depending on the company, but in a healthy one, there is about a 50/50 split between the quantitative (financial) and qualitative (non-financial) sides of performance. If the business isn’t profitable, it’s more important to focus on the quantitative side and fix the numbers first. Many owners don’t want to hear that, but if they’re not hitting their numbers, it may mean the business is not working. They must fix the quantitative issues before moving to the qualitative side.

Related: What Is a Balance Sheet and Why Does Your Business Need One?

For healthy companies that want to maximize their value, the qualitative indicators can be bundled into three main categories.

Evaluating quality

1. The owner’s goals

We’ve found significant research showing that if an owner has defined goals and plans for the future that are in line with market expectations for their company’s value, they’re going to have a much stronger exit. What is the owner’s defined goal for exiting the business — to get the most money, to take care of their employees and to ensure a legacy? You must then get to the “why” behind the goals and devise a plan of action. It almost doesn’t matter what the answers to the questions are; having achievable goals and a strategy for reaching them can increase the company’s value because it keeps the owner focused on improving the other areas of the business.

2. The owner’s role

The extent of the owner’s involvement is a critical indicator, but perhaps not for the reason you think. The more involved the owner is in day-to-day operations, the more central they are to the business, the less the business will be worth down the road. If the owner is the linchpin that holds everything together, what will happen to the company when they leave? Evaluating operations is more about the system and the structure of the team. Look at the organizational chart and who’s on it – are they good employees or bad employees? Examine the company’s processes and procedures and how new team members are trained and onboarded. The owner sets the vision, but it’s the team that increases company value by carrying out the vision.

3. Growth opportunities

Nobody wants to buy a business and keep it exactly as it is. They want to see potential for growth in the future, especially the potential for return on their investment as a buyer. Whether it’s a simple price increase or new locations, whoever buys the business is going to ask about growth opportunities. Indicators like product or service diversification in both the company and the industry it’s in give a good sense of whether the company is moving forward or standing still (and at risk of going backward). The more potential you can show, the more upside there will be for the next owner — adding up to greater value.

Related: 8 Factors That Determine the Financial Health of a Business

Cycle of success

When the qualitative side of the equation is working, it all ties together. The owner knows the goals, which are aligned with where the company is going, and is leading the organization but working themselves out of the day-to-day operations; the business grows and creates more growth opportunities for the next owner. Paired with profitable numbers, it’s a cycle that builds a high-quality business.

For the best owners, it takes a minimum of three to five years to get that cycle working for you and have reliable indicators of your value. Making it part of a 10-year strategy is even better.

At Exit Factor, we have 62 different qualitative indicators that we use for determining company worth. We don’t use them all, or even close to that, for every business; it’s usually a matter of tweaking three to five of the 62 indicators. Figure out which of those 62 are essential for your company, and you’ll have a truly forward-looking strategy for profitable growth.

The former senior leader of a Pentagon unit that studied UFOs is releasing a highly anticipated book this August — and some have already mistakenly ordered from deceptive Amazon listings and received superficially convincing fakes of the book.

Luis Elizondo led the Advanced Aerospace Threat Identification Program (AATIP), a U.S. governmental unit that looked into UFOs before he resigned in 2017.

In late May, Elizondo announced a book called Imminent: Inside the Pentagon’s Hunt for UFOs, stating that the book “underwent a 9-month U.S. Government security review.” Imminent is slated for release on August 20 and has already jumped to the top of Amazon’s bestseller list in the military aviation history, UFOs, and unexplained mysteries categories — but some who pre-ordered the book on Amazon have already received fakes.

One Amazon shopper who pre-ordered Imminent received a book last week with a cover as expected. When they opened it up, though, it was full of blank pages.

I asked my wife to add/pre-order @LueElizondo book to our Amazon list. I was shocked when she said it arrived two days later lol.

Needless to say we were scammed.

Read the Amazon description everyone!!#ufotwitter #ufoX pic.twitter.com/3Bxf2LduxZ

— Joe (@shock_then_awe) May 27, 2024

A post from another X user shows that a fake copy of the book existed on Amazon under a different author name (Didier Alarie) but with the same book cover. The fake was listed at a cheaper price.

Just fyi, there’s a non-@LueElizondo version of Imminent on Amazon – please be aware ?? and…maybe check the release date/author before buying anything ?

Assuming that this is NOT associated with you, Mr. Elizondo and would like to confirm when you get a moment – thanks!! ? https://t.co/0JmLkITr1z pic.twitter.com/2W45vbxKP1

— Kaleen (@lucyskye318) May 27, 2024

Though Elizondo clarified that he was the only author behind the book, the problem of scam book postings on Amazon extends beyond Imminent.

“Scam books on Amazon have been a problem for years,” Mary Rasenberger, CEO of the Authors Guild, told NPR in March.

Every new book seems to spawn others that try “to steal sales,” according to Rasenberger.

Related: How a Self-Published Author Sold 500,000 Copies of Her Book

With ChatGPT, the problem multiplies. AI-generated summaries masquerading as ebooks are currently oversaturating Amazon, per a January Wired report, especially ahead of major book releases.

The issue persists even though Amazon currently allows sellers to upload a maximum of three books per day.

Copyrighted books are also allegedly being used to train AI.

Author and comedian Sarah Silverman filed a lawsuit against ChatGPT-maker OpenAI last year, along with authors Christopher Golden and Richard Kadrey, alleging that ChatGPT was trained on their copyrighted books.

Related: Authors Are Suing OpenAI Because ChatGPT Is Too ‘Accurate’ — Here’s What That Means

A leading AI researcher has publicly called out Elon Musk for his “blatantly false” AI predictions as the clash between the two continues after a week of back-and-forth.

In a Sunday post on Musk-owned X, Meta chief AI scientist Yann LeCun said that he disagreed with Elon Musk’s treatment of scientists and approach to the AI hype.

“I mean, expressing an ambitious vision for the future is great,” LeCun wrote. “But telling the public blatantly false predictions (“AGI next year”, “1 million robotaxis by 2020”, “AGI will kill us all, lets pause”,…) is very counterproductive (also illegal in some cases).”

My opinion of @elonmusk
I like his cars (I own a 2015 S, and 2023 S), his rockets, his solar energy systems, and his satellite communication system.
I also like his positions on open source and patents.

But I very much disagree with him on a number of issues.

I disagree with…

— Yann LeCun (@ylecun) June 2, 2024

Musk has made those predictions. In April, he said that AGI, or artificial general intelligence smarter than the most intelligent human, would arrive “probably next year, within two years.”

He also promised 1 million robotaxis by 2020 on a 2019 call with investors and said at an AI safety summit in November that “there is some chance, above zero, that AI will kill us all.”

^{Yann LeCun, chief AI scientist at Meta. Photographer: Benjamin Girette/Bloomberg via Getty Images}

LeCun also disagreed with how Musk treats his scientists, pointing out that research needs publications and openness to advance.

“Secrecy hampers progress and discourages talents from joining the effort,” LeCun wrote.

Musk’s startup, xAI, raised $6 billion last week and stated that the money would go towards bringing its first products to market. The AI startup only has one public-facing product so far: an AI chatbot called Grok that is only available to premium X users.

xAI made the AI model behind Grok publicly available in March.

Related: Jack Dorsey Announces His Departure from Bluesky on X, Calls Elon Musk’s Platform ‘Freedom Technology’

Musk did not directly respond to LeCun on Sunday but posted a meme on the same day parodying LeCun’s posts.

I just wish Yan Lecan’t would stop sending me this sh$t ? pic.twitter.com/5X6aecfDsD

— Elon Musk (@elonmusk) June 2, 2024

LeCun and Musk’s disagreement started last week when LeCun responded to an xAI job posting and criticized Musk’s leadership.

Musk then taunted LeCun’s research background, telling him to “try harder” after LeCun said he published over 80 technical papers since January 2022.

LeCun did not respond to Entrepreneur’s request for comment.

Related: ‘We Can All Agree Elon Isn’t Serious’: Mark Zuckerberg Slams Elon Musk as Feud Continues

Your vocabulary is an important asset. Every time you meet someone, one of the best ways to make a strong first impression is to showcase a strong vocabulary. It’s a simple demonstration of education and competency, and it can make a huge difference for entrepreneurs meeting potential clients. Your vocabulary can be linked to success, status, and income, and if you want to improve it, Wordela Vocabulary Builder can help.

This intuitive app offers daily vocabulary lessons that you can dive into with just 10 minutes each day. Developed by experts, Wordela leverages advanced technology to help you improve your vocabulary, including an AI-driven spelling and vocabulary training system that generates detailed daily lessons.

You can learn in several ways. Choose your words and create smart flashcards to quiz yourself. Create curated lists from standards-aligned K12 standardized test lists, business communication terms, and more. You can also simply copy and paste words you want to better understand into Wordela and have a practice plan developed for you.

However you want to enhance your vocabulary, Wordela will work with you to develop a learning plan that will make your new vocabulary really stick.

This app was a TopTenReviews Gold Award Winner, and the reviewer wrote, “Works well for students studying for tests, adults looking to improve their comprehension and those who are learning the English language.” My Speed Reading also writes, “Provides scientifically proven approaches to learning new words. Effective learning through immersion using lists, exercises, games, and progress tracking is asserted.”

Learn new words and gain confidence in your vocabulary, no matter the situation.

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StackSocial prices subject to change.