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Email Marketing Best Practices Links

There’s a lot of debate about what best practices are for using links in emails, especially in marketing emails. While there are no consensus opinions on this practice, here’s some background information on different viewpoints and where the debate stands today. No matter what the platform, email marketing is all about best practices. If you ignore the best practices, you might succeed in getting a lot of people to give you their email addresses, but they’re not going to be very good subscribers. And while there is no guaranteed formula for a successful email list, conversely there’s no way to fail if you listen to experts who have proven success with their own email marketing efforts. Nearly everyone these days uses email, and it’s one of the most effective ways to reach an audience. We can come up with different types of links for our email marketing campaigns depending on the purpose which we aim to achieve and the context of our email.

If you’ve ever tried to track which links work best for driving traffic and conversions, you’re definitely not alone. A/B testing links using Google Analytics is only so helpful, as it will show you average conversion rates for a sample size of 1-3 months. This leaves plenty of room for error in the data, especially if a particular link in your email campaign is only showing positive results after a long period of time. All in all, there are many things to think about before delving into email marketing. Yet the benefits of email marketing far outweigh any potential risks, and a little planning can go a long way. The best part is you don’t have to be the designer to create a beautiful email. You can find high quality templates in the sites listed above, which can do most of the work for you. If you want to make a good impression, you should follow these best practices in your next email marketing campaign.

Sometimes you have to go a little farther than just the template body to have a great email. As we covered here, there are many options for creating links for your email marketing templates to help guide your subscribers down the path of allowing email marketing software to collect those leads from them. Now you know what works and what doesn’t work when it comes to using links in your marketing emails. These techniques are tried and true, backed by data from Klaviyo and other sources. So take a look at your email marketing efforts, and make sure that your emails are being sent with best practices in mind. Your list members will thank you for it! So, there you have it. Hopefully, this collection of links detailing best practices for using links in emails will jumpstart your research efforts and get you the information you need.

Every link you feature in your emails needs to be considered as part of your critical path. It needs to address a particular objection or challenge that your subscribers might have and offer a solution along with it. What will happen if your links don’t meet these goals? You’ll likely experience diminishing returns on email marketing, and you may even find that they’re driving people away from your brand. Keep this in mind before you add any link to an email: is it worth the time, money, and effort that goes into sending it? The best email marketing practices are those that align with a company mission, support future goals, and provide value to the recipient. Therefore, marketers should always stay flexible; every new technique or strategy has potential, but also potential drawbacks. As such, it is important to continuously test different tactics and methods in an effort to determine what works best for both the company and its audience.

To link, or not to link? That is the question. Better said, the question is: How do you link in your email marketing campaigns effectively? People don’t actually want to click on links in emails; they want to get their answer right away. So, if linking will take them further away from what they’re trying to find out, don’t include links. If you think a link could be helpful and lead them further down the rabbit hole of your brand’s content platform, then add it! But make sure that it’s clear, concise, relevant and helpful.

Link it to your content platform.

A good email marketing strategy includes linking to content that is relevant to the email, landing page and subject line. Your content platform should also be relevant to the call-to-action (CTA) in your email.

Use descriptive text for your links.

You’ve probably heard the saying, “don’t judge a book by its cover.” Well, you should also not judge an email by its subject line! If you create a great subject line and then send out emails that have links with text such as “Click here to read more” or “Get three free samples now,” then you are missing out on an opportunity to increase engagement and conversions.

Use descriptive text for your links. The best practice is to use descriptive text that relates directly back to what is being discussed in the content of your email (or even better—use actual titles from articles or blog posts). You can also use descriptive text that relates back to what is being offered (e.g., if there are multiple offers throughout an email campaign). Finally, don’t forget about keeping track of what was included in each email so that you can reuse these link descriptions when sending future emails!

Shorten the link with a service like bitly or prettylink.

Now that you know what your email looks like and what to include in it, you need to send it out. This can be done through an email marketing service such as MailChimp or Aweber.

To ensure the effectiveness of your campaign, shorten the link with either bitly or prettylink. Both services are free and allow you to track clicks, conversions and more. This will give you valuable data about how people are engaging with your emails so that you can make adjustments accordingly.

Make sure you have useful and interesting content on your landing page.

  • Make sure it’s relevant to the email. If you’re sending an email about a specific product, make sure the landing page has information about that product.
  • Make sure it’s useful and interesting for users. If you’re sending an email about how to choose a new car, make sure the landing page has some great tips on choosing cars.
  • Make sure it’s good for your business too: For example, if you’re selling books on Amazon via email marketing then make sure your landing page has links back to your Amazon store so people can buy those books right away!

Be aware of your ratio of image to text email and make sure you include at least one link in each.

When crafting your email marketing campaign, it’s important to consider the balance of images and text. Images should illustrate the message you’re trying to convey and help readers understand it better. They should also be relevant to your content; they shouldn’t be unneeded and distracting from what you’re trying to say. If a reader opens an email that has over half of its body filled in with images, he or she may feel overwhelmed and decide not to read through the rest of the text.

Include one link in each email so readers can click through for more information about a product or service offered by your company. This will allow them access to more information about what you have available, maybe even prompting them into becoming repeat customers!

Links in emails are better when they are used effectively and not just tossed into an email haphazardly.

The links in your email are the most important part of your email, not just because they allow people to click through and see what you’re offering but because they show that you know what you’re doing.

They can be used to drive traffic to your website, a specific landing page on your website (like an opt-in form), a particular product or service on your site, or even just a blog post you wrote that has some useful information in it. The key is keeping them relevant and driving people towards something that will help them make decisions about whether or not it makes sense for them to purchase from you as opposed to from someone else who doesn’t have links at all!


I hope that you have found the information here useful and it will help you to use links in your emails more wisely. I know that there are many people who say that links are not good for email and I don’t agree with them, but I do think it is important to be aware of how they can affect your emails and make sure they are doing what they should be doing! If anything else, maybe now you will pay a little more attention when someone sends an email with just “click here” as the link text because we all deserve better than that.

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