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By MediaPost Communications
Published on 08/10/2009
Recently I read a quote from an email expert who flatly stated, "the purpose of email is to get people to click on links." Really?
Certainly, promotional emails fall into the "drive 'em to the Web site" category because most sales are closed on the Web. But email newsletters can be of more than one kind -- ranging from snippets of copy with links leading back to the Web site right up to full articles in the email itself. So, which should you choose? Here are some guidelines.