There is a higher probability of your email being read, if it is short than if it is long and unwinding. Most internet users have so many emails in their inbox that many long emails are deleted without even being read. Your free weekly emails should be short, to the point, informative and juicy for any customer/subscriber to read. Most of the internet users have a number of messages and emails form various sources in their inbox that they may not have enough time or inclination to go through each one of them, especially the long and more involving ones. Even if the long emails are interesting, they will be kept aside for later reading, and this later may turn to never! If the email is short, to the point and catchy, it is read and dealt with immediately. For your email to get attention keep the following five points in mind:

Have Killer headlines which may be of interest to the audience that you are addressing. For Example save 20% on your taxes, or save heavily on your prescriptions.

Give them benefits of what you are selling or trying to convey to them- what is in it for them is what interests the customers.

Do not let the content go beyond five paragraphs. For that is the normal length that customers are ready to spend time on.

Keep the message short and get to the point quickly. Else the reader will loose interest and move on to the next message

Have simple layout for the email so that it is supported by the computers of most of your mail recipients.

If while writing your email messages , you keep the above points in mind, the exercise of sending periodic emails to your customers and other recipients will be more beneficial.