February 21, 2019

Should you link to a blog post in your emails?​

An email marketing question keeps popping up in client conversations. That question is whether it’s best to include everything you want to say in the body of your email, or to send a short enticing snippet linking to a full blog post.

Without wanting to dismiss the question, my gut response is to kind of yawn, and mutter ‘do whatever you think.’

Shortly afterwards I’ll remember to reign in my grumpiness, and give the following advice…

Email is a personal medium, first and foremost. How many emails do you receive from friends and family which open with a short snippet and a link to a blog post? Not many. So most of your business emails should follow suit.

(I know, your friends and family don’t email you anymore, especially now they’ve discovered WhatsApp. But just pretend they did…)

Having said that, if what you have written is:

  • Quite long (say, over 1000 words)
  • Very detailed, practical or hands-on (e.g. an A-Z guide to doing something)
  • Quite technical or content heavy

Then it can make more sense to link to a blog post. If the reader needs to invest significant time and concentration, then the email should sell the reader on reading the thing. Don’t take people’s attention for granted – you’re likely one of 100 other people arriving in their inbox today.

Sending people to a blog post also has the advantage of topping up your remarketing audiences. You could even run ads to people who read about specific post topics. The minimum audience size for remarketing is 30 on Facebook, 100 on Google.

Somebody who reads a blog post and then sees a relevant Facebook ad offering an appropriate next step may well be tempted to respond.

That is all I have to say on that.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.