Neville Medhora wrote two emails for a flash sale for the Best Self Journal – one long and another very short version. They sent it to 100,000 subscribers and A/B tested them.
The long version had lower open and click-through rates but yielded 24% more revenue than the shorter one.
Even though more people from the shorter email went to the landing page they didn’t purchase it because they couldn’t relate to the product. The longer email explained the different ways you can use the journal and why it is important to have a journal. This lead to more people purchasing the product.