What Is Readability Score For Email Content?

If your email’s simple and straightforward, it’s more likely to grab attention in that sea of messages. Bottom line, if folks can’t get what you’re saying, they can’t respond. Readability scores are a quick way to see how you’re doing and make things better.

Decoding Readability: What Exactly Are We Measuring?

So, what’s the deal with these scores? At its heart, readability measures how easy it is for someone to understand a piece of written text. It’s not about “dumbing down” your content, but rather about making it accessible and effortless for your intended audience to absorb.

Defining Readability Scores

A readability score is a metric, usually a number or a grade level, produced by a formula that analyzes various characteristics of your text. These formulas typically consider factors like sentence length and word complexity (often measured by syllables per word). The goal? To provide an objective assessment of how much effort is required to comprehend your writing.

Why is this crucial for email success?

Engagement: Easier-to-read emails naturally lead to higher engagement. People are more likely to read through something that doesn’t feel like a chore.
Comprehension: If your message is clear, your subscribers will understand your offer, your update, or your call to action.
Conversions: Ultimately, clear communication drives results. Whether you want clicks, sign-ups, or sales, a readable email paves the way.

Common Readability Formulas: A Closer Look

Several formulas exist, each with its own nuances. For email content, a couple stand out due to their widespread use and applicability.

The Flesch-Kincaid Grade Level

You’ve probably encountered this one. The Flesch-Kincaid Grade Level score rates text on a U.S. school grade level. For instance, a score of 7.0 suggests that a seventh grader can understand the text. It’s calculated based on the average number of syllables per word and the average number of words per sentence.

How it works: Longer sentences and words with more syllables lead to a higher grade level score.
What the score means: A lower score (e.g., 7-9) is generally better for broad audiences.
Pros for email: Provides a familiar reference point (grade levels).
Cons for email: Can sometimes feel a bit too simplistic, as adult reading ease isn’t always perfectly captured by a school grade.

The Flesch Reading Ease Score

This is perhaps one of the most popular and useful scores for general digital content, including emails. The Flesch Reading Ease Score rates text on a 100-point scale. The higher the score, the easier it is to understand the writing.

How it works: Like Flesch-Kincaid, it uses sentence length and syllable density. However, the output is a score, not a grade level.
Interpreting the 0-100 scale:

90-100: Very easy to read, easily understood by an average 11-year-old student.
60-70: Plain English, easily understood by 13- to 15-year-old students. This is often the target for web copy and emails aimed at a general audience. (Though aiming up to 80 is great!)
0-30: Very difficult to read, best understood by university graduates.
Why it’s a great choice: It directly tells you how easy your text is. For most email campaigns, aiming for a Flesch Reading Ease score between 60 and 80 is a solid goal. This article, for example, aims for that sweet spot to keep you engaged!

Other Notable Formulas (Briefly)

While Flesch scores are common, other formulas exist:

Gunning Fog Index: Also estimates the years of formal education needed. It emphasizes complex words (those with three or more syllables).
SMOG Index (Simple Measure of Gobbledygook): Estimates the years of education needed to understand a piece of writing. It’s known for its simple calculation based on polysyllabic words.
Coleman-Liau Index: Unlike syllable-based formulas, this one uses character counts, which some argue is easier for computers to calculate reliably.

For most email marketers and content creators, the Flesch Reading Ease score provides a practical and widely understood benchmark.

What Factors Influence Readability Scores?

Understanding the mechanics behind these scores helps you write more effectively:

Sentence Length: Shorter sentences are generally easier to process. Long, winding sentences can cause readers to lose track of the main point.
Word Length/Syllable Count: Words with fewer syllables are typically easier to read and understand. Think “use” instead of “utilize.”
Vocabulary Complexity: While a rich vocabulary has its place, emails benefit from clear, straightforward language. Avoid unnecessary jargon, highly technical terms (unless your audience is exclusively technical), or overly academic words.
Sentence Structure: Active voice (“We launched a new feature”) is more direct and easier to follow than passive voice (“A new feature was launched by us”). We’ll talk more about this later!
Paragraph Length: Walls of text are intimidating. Short paragraphs, often just 2-4 sentences, are much more inviting and scannable.

Summary: Readability scores aren’t just academic exercises. They are practical tools that help you quantify how easy your emails are to understand. By focusing on formulas like Flesch Reading Ease and understanding the factors that influence them—sentence length, word complexity, and structure—you can start crafting messages that truly connect with your audience.

The “Why”: The Tangible Benefits of Optimizing Email Readability

Okay, so we know what readability is. But why should you, as a busy professional, dedicate time to optimizing it in your emails? The benefits are far-reaching and directly impact your communication effectiveness and, ultimately, your goals.

Boosting Engagement Rates

This is a big one. When your email is easy to read, people are more likely to… well, read it!

Higher Open Rates (Indirectly): While subject lines are the primary driver for opens, if your past emails were difficult to read, subscribers might become hesitant to open future ones. Consistently clear content builds a positive reputation.
Increased Click-Through Rates (CTRs): If your message is clear and your call to action (CTA) is easy to understand and find, readers are much more likely to click. Confusion is the enemy of conversion.
Lower Bounce Rates (from the inbox perspective): We’re not talking about email delivery bounces here, but rather readers “bouncing” away from your content due to frustration or lack of understanding. Clear emails keep them on the page and engaged.
Did you know? While specific stats vary wildly by industry and content, general usability principles show that clarity significantly reduces user frustration and task abandonment. This absolutely applies to reading emails.

Improving Comprehension and Message Retention

What’s the point of sending an email if your audience doesn’t grasp your core message or remember the important bits?

Ensuring Message Understanding: Readable content ensures that your subscribers don’t just skim your email, but actually understand what you’re trying to convey.
Making Key Information Memorable: When information is presented clearly, it’s easier for the brain to process and store. This is vital if you’re announcing a new product, sharing important news, or providing instructions.

Enhancing Accessibility and Inclusivity

Clear writing isn’t just about appealing to a general audience; it’s about being inclusive.

Reaching a Wider Audience: Readable content benefits everyone, including:

Individuals with learning disabilities or cognitive differences.
Non-native English speakers.
People who are simply tired or distracted (which is most of us at some point!).
Legal and Ethical Considerations: In certain industries, like finance or healthcare, clear communication isn’t just good practice—it can be a regulatory requirement. Ensuring your terms, conditions, and important notices are understandable is crucial.

Strengthening Brand Perception and Trust

Believe it or not, how you write says a lot about your brand.

Professionalism: Clear, concise, and error-free emails project an image of professionalism and competence. Sloppy, confusing messages can do the opposite.
Building Confidence: When subscribers consistently receive emails from you that are easy to understand and valuable, it builds trust. They learn that opening your emails is a worthwhile use of their time.

Driving Conversions and Achieving Email Goals

This is where the rubber meets the road. Readability has a direct impact on your bottom line.

Sales and Sign-ups: If you’re selling a product, promoting a service, or trying to get sign-ups for a webinar, your audience needs to quickly understand the value proposition and what they need to do next. Any friction caused by unclear language can lead to lost conversions.
Information Dissemination: Even if your goal isn’t direct sales, perhaps you’re sharing company updates or important policy changes. Clear communication ensures the information is received and understood as intended.

Summary: Optimizing email readability isn’t just about hitting a certain score; it’s about achieving better business outcomes. From increased engagement and comprehension to improved accessibility and brand trust, the benefits are clear. Readable emails are simply more effective, and in the competitive world of inbox marketing, effectiveness is everything.

The “How”: Practical Steps to Improve Your Email Readability Score

Alright, you’re convinced. Readable emails are the way to go. But how do you actually do it? It’s not about being a literary genius; it’s about applying some straightforward principles and techniques before, during, and after you write.

Pre-computation: Planning for Readability Before You Write

Great emails start with a plan. Thinking about readability from the outset can save you a lot of editing time later.

Know Your Audience

This is marketing 101, but it’s especially crucial for readability.

Their Background: Are they industry experts familiar with technical jargon, or a general audience that needs simpler terms?
Their Expectations: What kind of language do they respond to? A B2B audience might expect a slightly more formal tone than a B2C audience for a lifestyle brand.
Adjusting Complexity: Tailor your vocabulary and sentence structure. You wouldn’t explain a complex software feature to your grandma the same way you’d explain it to a fellow developer, right? The same principle applies to your email segments.

Define Your Key Message

Before you type a single word, ask yourself: What is the absolute core takeaway for this email?

One Central Point: Emails that try to do too much often fail to do anything well. Focus on a primary goal for each message.
Clarity of Purpose: If you’re clear on your message, it’s much easier to communicate it clearly to others.

Outline Your Email Structure

A little structure goes a long way in making an email digestible.

Logical Flow: Most effective emails follow a simple pattern:

Compelling Subject Line & Preheader: Gets the open.
Engaging Opening: Hooks the reader.
Clear Body Content: Explains the main message, highlights benefits.
Strong Call to Action (CTA): Tells them what to do next.
Professional Closing: Reinforces your brand.

Internal Headings/Subheadings: For longer emails, like newsletters, using clear headings within the email body (if your design supports it) can significantly improve scannability and readability, much like they do in this blog post!

Computation: Writing and Editing for Clarity

This is where you actively shape your words to be as clear as possible.

Write Short, Concise Sentences

Long, rambling sentences are a primary culprit in poor readability.

Aim for an Average: While variety is good, aim for an average sentence length of around 15-20 words. Some can be shorter, some a bit longer, but avoid too many marathon sentences.
Break It Up: If a sentence contains multiple ideas, try splitting it into two or more shorter sentences.
Example:

Before: “Our innovative new software solution, which has been in development for over a year and incorporates cutting-edge AI algorithms, is designed to help users streamline their workflow and significantly boost productivity across various departments.”
After: “We’ve launched our innovative new software! Developed over a year with cutting-edge AI, it helps you streamline workflows. You’ll see a significant boost in productivity across departments.”

Choose Simple Words and Phrases

You don’t need to impress your readers with your extensive vocabulary; you need to inform them.

Avoid Jargon and Acronyms: Unless you are absolutely certain your entire audience understands specific jargon or acronyms, spell them out or use simpler alternatives.
Use a Thesaurus Wisely: Instead of looking for fancier words, use a thesaurus to find simpler synonyms. Why say “utilize” when “use” works perfectly? Why “endeavor” when “try” is clearer?
Example:

Complex: “We must ascertain the veracity of these assertions.”
Simpler: “We need to check if these claims are true.”

Embrace the Active Voice

Active voice is generally more direct, energetic, and easier to understand than passive voice.

What it is:

Active: The subject of the sentence performs the action (e.g., “The team sent the email.”)
Passive: The subject of the sentence receives the action (e.g., “The email was sent by the team.”)

Why it’s better for readability: Passive voice often adds unnecessary words and can make sentences feel more convoluted. Active voice gets straight to the point.
Example:

Passive: “The new features will be reviewed by our customers.”
Active: “Our customers will review the new features.”

Break Up Text with Formatting

How your email looks is just as important as what it says. Good formatting makes content less intimidating and easier to scan.

Short Paragraphs: Aim for 2-4 sentences per paragraph. This creates more white space and makes the text feel less dense.
Bullet Points and Numbered Lists: Perfect for:

Listing features or benefits.
Outlining steps in a process.
Highlighting key takeaways.

Bold Text: Use bolding sparingly to emphasize important words or phrases. Don’t overdo it, or nothing will stand out.
White Space: Don’t underestimate the power of empty space around your text and images. It gives readers’ eyes a rest and improves focus. Email platforms with clean, intuitive editors often make it easier to manage white space effectively.

Use Contractions and a Conversational Tone

Unless you’re writing a very formal legal notice, a conversational tone usually works best for emails.

Contractions: Use “you’re,” “it’s,” “we’ll,” “don’t,” etc. They make your writing sound more natural and approachable, which contributes to a better Flesch Reading Ease score (often pushing it into that desirable 60-80 range).
Write Like You Speak (Almost): Imagine you’re explaining something to a colleague or client in person. How would you phrase it? This often leads to clearer, more engaging copy.

Read Aloud to Catch Awkward Phrasing

This is a surprisingly effective, low-tech trick.

Hear the Flow: Your ears will often catch clunky sentences, repetitive words, or awkward phrasing that your eyes might miss.
Natural Cadence: If it sounds unnatural or confusing when you say it, it will likely be so for your readers.

Post-computation: Testing and Refining Your Emails

You’ve written your email. Now what? Time to check your work and see how you can make it even better.

Tools for Measuring Readability

You don’t have to guess your readability score. Plenty of tools can help:

Online Readability Calculators: Many free websites let you paste your text and get instant scores for various formulas (Flesch Reading Ease, Flesch-Kincaid, Gunning Fog, etc.). Just search for “readability score calculator.”
Word Processors: Software like Microsoft Word has built-in readability statistics (often found under spelling and grammar check options).
Email Platform Features: Some email marketing platforms are designed with content quality in mind. While they might not all have a dedicated readability score checker built-in (yet!), platforms that emphasize clean code, good template design, and straightforward content editors inherently support the creation of readable content. They enable you to focus on your message, which is a key part of the battle.

Interpreting Your Score: What’s a “Good” Score for Emails?

As mentioned, for a general audience, a Flesch Reading Ease score between 60 and 80 is a good target.

Context Matters:

A score of 70-80 is excellent for broad consumer emails.
A score of 60-70 is still very good and widely accessible.
If your audience is highly technical and you’re discussing complex subjects, a score slightly below 60 might be unavoidable and acceptable, but still strive for as much clarity as possible.
Don’t Obsess Over Perfection: If you’re at 58 and the text feels clear and natural for your audience, that might be fine. The score is a guide, not an unbreakable rule.

A/B Testing for Readability

One of the best ways to see what truly works is to test it.

Test Different Versions: Create two versions of an email (Version A and Version B). In Version B, make specific changes to improve readability (e.g., shorter sentences, simpler words).
Track Key Metrics: Send each version to a segment of your audience and track:

Click-through rates
Conversion rates
Even reply rates or unsubscribes can offer clues.
Learn and Adapt: A/B testing provides concrete data on what resonates best with your specific audience.

Iterative Improvement: It’s an Ongoing Process

Readability isn’t a one-and-done task. It’s a skill you develop and a practice you integrate into your workflow.

Continuously Monitor: Keep an eye on your email performance.
Refine Your Approach: As you learn more about what works for your audience, adjust your writing style and templates.

Summary: Improving email readability is an achievable goal. By thoughtfully planning your content, applying clear writing techniques during drafting and editing, and consistently testing your results, you can significantly enhance how effectively your messages connect. Remember simple language, short sentences, active voice, and good formatting – these are your allies.

Readability in Action: Scenarios and Examples

Let’s look at how readability principles apply to different types of common emails.

Example 1: The Welcome Email

First impressions count! Your welcome email sets the tone for your entire relationship with a new subscriber. Clarity here is paramount.

Why Clarity is Crucial: You want to confirm their subscription, set expectations, and perhaps guide them to the next step (e.g., complete their profile, check out popular resources). Confusion here can lead to immediate disengagement.
Tips for Readable Welcome Messages:

Keep it brief and focused.
Use a warm, inviting tone.
Clearly state the benefits of being a subscriber.
Have a single, clear call to action.
Mini-Tutorial: Checking Readability for a Welcome Snippet

Draft a snippet: “Welcome to OurCommunity! We’re elated to have you. To commence your journey and derive maximal benefit from our platform, it is advisable to configure your profile settings forthwith.”
Analyze: This is a bit wordy and formal. “Elated,” “commence,” “derive maximal benefit,” “forthwith” – these can be simplified. Sentence structure is a bit complex.
Revise for clarity: “Welcome to OurCommunity! We’re so glad you joined. To get started and make the most of our platform, please set up your profile now.”
Check the score: Paste both versions into a readability tool. The revised version will almost certainly have a much better Flesch Reading Ease score.

Example 2: The Promotional Email

Promotional emails aim to persuade and sell. Balancing persuasive language with clarity is key.

Balancing Persuasion and Clarity: You want to highlight benefits and create excitement, but if the offer itself or how to redeem it is unclear, you’ll lose sales.
Ensure Offer and CTA are Crystal Clear:

What exactly is the discount or offer?
What are the terms and conditions (if any, keep them simple)?
What, precisely, should the reader click to get the deal?
Potential Challenge: Marketing language can sometimes lean towards hyperbole or jargon. Always ask: “Is this easy for everyone to understand immediately?”

Example 3: The Newsletter

Newsletters often contain multiple pieces of information. Making this diverse content digestible is the challenge.

Making Diverse Content Digestible: You might have blog post snippets, company news, upcoming events, and curated links.
Using Formatting to Guide the Reader:

Clear Headings: Use distinct headings for each section.
Short Summaries: Provide brief, engaging summaries for longer articles, with a link to read more.
Visuals: Use images or icons to break up text and add visual appeal.
Practical Tip: Think of your newsletter as a mini-magazine. It needs a clear table of contents (even if informal via headings) to help readers navigate to what interests them most.

Example 4: The Support/Transactional Email

These emails (order confirmations, shipping updates, password resets, support ticket responses) are often highly utilitarian. Clarity and precision are non-negotiable.

Need for Precise, Easy-to-Follow Information: The reader is often looking for specific information or instructions. Any ambiguity can cause frustration or further support requests.
Example: For a password reset, use numbered steps. For an order confirmation, clearly list items, prices, and shipping address.
Limitation: Sometimes, technical details or specific terminology (like a tracking number format) are unavoidable. In these cases:

Explain any jargon if possible.
Clearly label information.
Provide links to FAQs or support if they need more help.

Summary: No matter the type of email, the core principles of readability apply. Whether you’re welcoming, selling, informing, or supporting, clear communication makes your message more effective. Tailor your approach to the specific goal of the email, but never sacrifice fundamental clarity.

Beyond Formulas: The Human Element in Readable Content

Readability scores are fantastic tools, but they aren’t the be-all and end-all. They provide quantitative data, but effective communication also has a qualitative, human element. Don’t let the pursuit of a perfect score overshadow common sense and good writing.

Readability Scores are Guides, Not Gospel

It’s important to keep perspective:

Common Sense Prevails: If a readability tool flags a sentence that you know is perfectly clear and natural for your specific audience, use your judgment. Sometimes, a slightly more complex word is the right word for nuance or precision.
Audience Understanding is Key: A score of 75 Flesch Reading Ease might be great, but if your highly specialized audience finds the language too simplistic or patronizing, it’s counterproductive. Always prioritize what works for your readers.
Don’t Sacrifice Meaning for Score: Never mangle a sentence or choose an awkward, less precise word just to nudge your score up a point or two. Clarity of meaning is the ultimate goal. The scores help you get there; they aren’t the destination itself.

The Role of Tone and Voice

Your brand has a personality, and that should come through in your emails. Readability doesn’t mean your writing has to be bland or robotic.

Brand Personality and Readability Can Coexist: You can be witty, serious, playful, or authoritative while still using clear language and simple sentence structures.
Finding the Right Balance: The trick is to infuse your brand’s voice naturally. Don’t force complex vocabulary or sentence structures just to sound “on-brand” if it hurts comprehension. A skilled writer can maintain voice even with simpler language.

Visual Readability: Design Matters Too

Readability isn’t just about the words themselves; it’s also about how they’re presented visually.

Font Choices: Use clean, legible sans-serif fonts for body text in emails (e.g., Arial, Helvetica, Open Sans). Avoid overly decorative or script fonts for main content.
Text Size: Ensure your font size is large enough to be read comfortably on all devices, especially mobile. Typically, 14px to 16px is a good range for body copy.
Color Contrast: There must be sufficient contrast between your text color and background color. Poor contrast (e.g., light gray text on a white background) makes text very difficult to read, especially for those with visual impairments.
Line Spacing (Leading): Adequate space between lines of text (typically 1.4 to 1.6 times the font size) improves readability significantly.
Email Layout: A clean, uncluttered layout with logical information hierarchy helps readers navigate your content easily. Well-designed email templates, often found in robust email service platforms, usually take these visual readability principles into account, providing a good starting point. This allows you to focus more on crafting the message itself.

Summary: Achieving truly reader-friendly emails requires a holistic approach. Use readability formulas as valuable diagnostic tools, but always layer in your human judgment, maintain your brand voice, and pay close attention to visual design. When words and presentation work together, your message has the best chance of success.

Potential Challenges and How to Navigate Them

While striving for high readability is a worthy goal, you might encounter a few hurdles along the way. Anticipating these challenges can help you navigate them more effectively.

Dealing with Complex or Technical Topics

Sometimes, your subject matter is inherently complex or technical. How do you keep it readable without losing essential detail?

Strategies:

Glossaries: If you must use technical terms, consider providing a brief glossary or linking to one.
Analogies: Use simple, relatable analogies to explain complex concepts (but choose them carefully to avoid confusion).
Link to More Detail: Provide a concise overview in the email and link to a more detailed white paper, blog post, or documentation for those who want to dive deeper.
Break It Down: Divide complex information into smaller, more digestible chunks. Use headings, bullet points, and short paragraphs extensively.

Catering to Diverse Audiences with Varying Reading Levels

Your email list might include people with a wide range of reading abilities and technical understanding.

Segmentation: If possible, segment your audience based on their expertise or interests and tailor the complexity of your language accordingly.
Strive for a Baseline: For general communications, aim for a widely accessible baseline (that Flesch Reading Ease of 60-70 is a good target). It’s easier for advanced readers to understand simple language than it is for less proficient readers to struggle through complex text.
Progressive Disclosure: Start simple, then offer paths to more detailed information for those who need or want it.

Over-Simplification: Losing Nuance or Professionalism

There can be a fear that simplifying language will make your content sound unsophisticated or “dumbed down,” potentially losing important nuance.

Balance Clarity and Sophistication: Simple doesn’t mean simplistic. You can use precise, intelligent language that is also easy to understand. Focus on clarity of thought first.
Precision is Key: Choose simple words, but ensure they are the right words to convey your meaning accurately. Avoid vagueness that can arise from over-simplifying. For instance, “The system facilitates inter-departmental communication” can become “The system helps departments talk to each other” without losing core meaning, while “The system makes things good” is too vague.

Time Constraints in Content Creation

Let’s be real: everyone is busy. Adding another step like readability checking to your workflow can seem daunting.

Integrate Efficiently: Make readability checks a standard part of your editing or QA process, not an afterthought. Many tools are quick to use.
Use Templates: Develop email templates that already incorporate good formatting and structure for readability.
Pre-approved Phrases: For common communications, create a bank of pre-approved, clear, and readable phrases or sentences.
Focus on High-Impact Emails: If time is extremely limited, prioritize optimizing your most important emails (e.g., welcome series, major campaigns, critical transactional emails).

Summary: Recognizing potential challenges is the first step to overcoming them. By employing smart strategies—like breaking down complex topics, understanding your audience, finding the right balance in simplification, and streamlining your workflow—you can effectively manage these hurdles and consistently produce more readable email content.

The Future of Email Readability: Trends and Considerations

The quest for clear communication is ongoing, and the tools and techniques available are constantly evolving. What does the future hold for email readability?

AI in Readability: AI tools will offer advanced analysis of email content, including semantics and tone, for better readability predictions and real-time improvement suggestions within email platforms.
Dynamic Readability: Future personalization may involve systems adjusting email complexity based on individual subscriber reading preferences and engagement history.
Emphasis on Accessibility: Web Content Accessibility Guidelines (WCAG) principles, promoting clear language and structure, will be increasingly important in email design and content for broader accessibility.
Continued Need for Human Oversight: Despite technological advancements, human judgment remains vital for context, nuance, strategic thinking, and ethical considerations in ensuring effective and unbiased communication.

Summary: The future of email readability will likely involve a powerful synergy between advanced technology and skilled human communicators. By embracing new tools while honing our fundamental writing and empathy skills, we can continue to make our email communications more effective, accessible, and engaging for everyone. Staying informed about these trends will be key for any professional serious about email marketing.

Conclusion: Making Every Email Count with Optimal Readability

In today’s swift digital landscape, each email is a chance to connect, inform, persuade, and build relationships. However, these opportunities are lost if your message lacks clarity. Optimizing email readability is more than a technicality; it’s essential for respectful and effective communication.

We’ve explored the meaning and importance of readability, along with practical improvement strategies, from planning to active writing and design. Targeting a Flesch Reading Ease score of 60-80 makes your content accessible while maintaining professionalism.

Improving readability is a continuous commitment to clarity, yielding better comprehension, engagement, and a stronger brand image. By prioritizing clear communication, you transform emails from mere deliveries into meaningful connections, a vital distinction in today’s world.

What is Readability Score for Email Content?