That is often a great strategy, however it does not work if clicking results in a .doc or .pdf to download. If you are trying to get members of our congregations to read something, if you tease ’em you better deliver the goods online. Otherwise we’re going to abort and move on. We’re trying to crank through too much email to bother donwloading your file and opening Word to read more.
Take all that “read more” content and put it either on your primary website or an official blog hosted on a site like WordPress or Blogger. Your email marketing service may be telling you that people are clicking to read more, but that is deceptive. Many of us are not.
What do you think? Do you like e-newsletters with full articles included, snippets leading to full stories on websites, other formats?