Blogging and email marketing

I’ve noticed a trend with some email lists to which I belong (and maybe you have noticed it too).

More and more email authors are posting only a small portion of their message in the email, and including a link to continue reading on a blog.

Why would they do this?

Here are some of the reasons:

1. The email will be less likely to be caught by spam filters
2. If one goes to the blog to read the rest of the message, he or she may continue reading other material on the site
3. He or she may buy something for sale on the site
4. It gives an opportunity to let the reader view any advertising on the site, with the hope that that some readers will click on ads and make a purchase.

Of course, your abbreviated email had better be good enough to get your readers’ attention!