I'm sending a HTML newsletter by email. The most important part for us, is that the recipients read as much info as we provide (it includes important information for the members of a sports club). Ideally, everything. What would be the best approach to get them to read as much as possible?
- Put everything in the newsletter as one long piece of text (of course, with nice layout, paragraphs, etc. for readability)
- Pro: everything is in one place and you can keep the reader interested.
- Con: the newsletter can become one big block; you have no way of knowing how much was read
- Put everything in the newsletter, but provide links at the top
- Pro: everything is in one place, and there is overview at the top
- Con: one big block, but this is lessened a bit with the links at the top; you still have no way of knowing how much was read
- Put summaries in the newsletter, and provide links to your site for the full version of articles
- Pro: with analytics, you can track how much was read (more or less); the newsletter is lighter, a reader has more overview
- Con: a reader can click through, and never return to your newsletter; a reader might only click through to some articles
Maybe there are other options?
Once again, we're most interested in getting them to read as much as possible. We're not interested in getting people to our site.
Also, assume the content is to the point and as short as possible, but some parts will be longer (i.e. longer than 5-10 lines).
What would you recommend, and why?