Article Side

Online Article Directory!

Hello Guest! Login or Register to submit articles!

Links in Email: How to Code Them, How to Phrase Them

By Sophia Myles Subscribe to RSS | May 17th 2012 | Views:

One of the most important metric driving the success of your email marketing or newsletter campaign is click-through rate. It doesn't take a great deal of intimate understanding to know that if you can't convince subscribers or readers to click from your email to your website or landing page, you can't monetize them. Since, in almost all cases, the end goal of your email marketing campaign will be increased revenue either through transactions or page impressions, driving traffic from the email to the webpage or landing page is absolutely essential. The use of links in email is the primary driver of traffic funneling from your email to your webpage.

Content and Calls to Action Matter!

We don't want you to read this section and think that links in email are the only thing that matters in terms of driving traffic from an email to a landing page. If that were the case, there wouldn't be any reason to send an email that included anything but links! The quality of your copy and its ability to excite and incentivize users to click certainly matters. So do the offers that you may promote in an email marketing piece. Finally, writing and using good calls-to-action both around and in the content of your links can make a significant difference between an average click-through rate and an outstanding click-through rate. All of the elements of your email template design and content work combine to improve your click-through rate. However, there are some tried and true elements to keep in mind!

Images and Links in Email

We discussed this previously when discussing the best practices for embedding images in email , but as a general rule you do not want to use images as a way to indicate to readers that they should click something. Graphic buttons that say "buy now" or "click here" work great on web pages. However, since many email service providers do not automatically load images when an email loads, your readers may never see the "click here" or "buy now" or "join now" or "sign-up" button and may actually not know where to click. Make all of the images in your email links just in case they don't load and users click them. Also, and more importantly, make sure that your main links in email are always text links. If you must use an image link (for example, if your design department insists on it), be sure to have a text link directly beneath it.

Formatting Links in Email

It's incredibly important that your links in email both stand out from the text around them as well as appear in a way that users immediately recognize as links. The most "fool-proof" way to accomplish this is to use a traditional link-style. That, of course, means using a blue, underlined font. It's also a great idea if all of your links are bolded. If you can't use a blue underlined font, it's strongly suggested that you, at a minimum, use an underlined font. Web users are trained to understand that "underline means link" even if the color is not blue. Bolding your links will help them stand out.

If your design standards don't underline or bold links, it's strongly suggested that you make an exception within your links in email. Again, even more-so than on a web page, the funneling of users from your email to a website or landing page where you can monetize them is the ultimate key to success.

Finally, if your web style guide involves denoting links by changing their color or style when a user passes his or her mouse over the links, do not replicate that in your email. CSS use in an email template, which would be required to create that effect, can breakdown in various email service providers. Additionally, you're then relying on users and readers to actively mouse over your email text in order to find links. You want the links to "pop" and be obvious immediately when a user scans your email so that he or she can transition from the email to the web page as quickly as possible.

What to Say in Your Links in Email

Your links in email should be your email call-to-action. Don't make links in email single words, and certainly don't make them too long. Nothing is harder on the eyes than three lines of bolded, underlined link text! In short, the best links are ones that tell users what they will be doing when they click them. "Buy Now." "Click Here." "Join for Free." A strong, brief, clear call to action is the best text for your link!

Where to Place Links in Email

There's really no set rule as to where to place links in email, but there are some basic trips and tricks that can increase click-through rate.

Don't put links within big blocks of text. Instead, use your text to lead up to the link and then separate the link with a paragraph break so that it stands out.

Don't put too much space between text and an associated link. You want users to understand that the link is related to the text.

Don't put links in headlines – the conflicting styles may confuse users.

Make sure you have at least one, if not more, links in the top two inches of your email template. You want users who don't scroll below the preview pane to still have opportunities to click through to your webpage or landing page.

As noted above, make sure that all images are also links.

We'll also discuss below using permanent and static links in the header, footer or side column of your email.

Density of Links in Email

The question of how many links to put into your email template can be a tricky question. On the one hand, the raw numbers game says that you want as many links as possible. The more opportunities that you give readers to click-through to your website, the more likely they are to do it. However, if you load an email up with too many links, you risk triggering spam filters. Finally, if you put too many links into an email, you'll ultimately deteriorate the readability of the text in the email. That may not sound like a situation that could really harm you, but you may be surprised at how important text can be in selling your product or service.

A safe rule of thumb is no more than one link per every fifty words of text. However, there's no hard-and-fast rule here, either. Your best bet is to start with fewer links in your email templates and then continue to add links with each send until you reach a click-through rate that is your desired click-through rate.

Permanent and Static Links in Email

Many email templates are designed using permanent and static links in email header, footer, and side bar. These links may be navigational clones of your primary site to help create familiarity with users between the site and the email. They may be links to social network elements that you want to persistently promote.

They may also be links to customer service or other pages on your website that provide information that users consistently search for. Designing your email template with these types of persistent links can dramatically improve your click-through rate. The information or pages that the links drive to are content or destination pages that you've identified as high user interest. In addition, these persistent or permanent links also increase the number of links in email , which, in turn, increases the number of opportunities that your readers have to click through. There's really no downside!

The same rules apply to persistent or static links as well. Don't trap them in images. This is true even if you are trying to clone your website's navigation within your email template and the navigation on the website uses images. Make a temporary presentation adjustment and design something "close" to your site's navigational structure that uses text instead of images. The only best practice noted above that does not necessarily apply to permanent or static links in your email template is in regards to formatting. While you still want your links to look like links, because these are not your primary links you may not want to bold them or make them "pop" too much. You do not want your static, persistent and navigational links to detract from the offers or information in the email, so it's perfectly fine to use a more subtle visual approach with them.

Links in Email and Spam

Too many links in email can trigger spam filters and alerts. We've already suggested that, if you're just starting your email marketing program, you begin with templates that have fewer links and then build your way up. Another technique for determining how many links you can have in your email without creating a spam problem is to do some testing pre-send. Create an email with as many links as you want and test send it to your seed or test addresses. If it goes into the spam or junk folder (and if you're sure that there wasn't anything else in the content of the email that would have created a spam problem), then remove half of the links and test it again. You may find that you're suddenly inbox-ready just by removing some links!

Links in the Text Version of Your Email

Obviously, it's not possible to put actual links in the text-only version of your email. Whether your text-only version is the singular version of your email or whether you're sending a multi-part message with both html and text components, it's worth it to take some time to clean up the urls in your text-only version.

Here are a handful of best practices:

Keep URLs Short and Memorable: From a text-only email, you'll be relying on people remembering, typing-in, or copying and pasting urls into a web browser to get to your webpage or landing page. Keep urls short and easy-to-remember to optimize visits to your webpage or landing page from your text-based email.

Space URLs Out From the Text: Because you can't use any type of formatting to make your urls stand out in a text-based email, make sure that there is a full paragraph break between the text above and the text below a url so that users can easily spot and find it.

Put Your URL at the Top and the Bottom of the Email: You'll want to make any urls from the email easy to find in the text-based version. Make sure there is one above the fold and one at the bottom of the email so that users can find the destination url quickly and easily at the beginning or the end.

Sophia Myles - About Author:
Links in email are the primary driver of traffic funneling from your email to your webpage. Comm100 tells you how to code and phrase your links in email.Comm100 Email Marketing Provides powerful email marketing software that can help you develop and maintain good relationships with your customers and increase your sales revenue at a very low cost. For more information about us, please visit:

Share on Facebook Tweet It Stumbleupon this post This post is delicious !

Article Source:

Related Internet Articles Subscribe to RSS

Your one-stop solution for online marketing is right at your doorsteps, so go ahead
Published by Mack on December 6th 2011 | Internet
Online Marketing Manchester is a complete solution provider of SEO Manchester and Web Design Manches...
Best marketing offering of 180Fusion’s Guaranteed SEO
Published by Steve B on April 11th 2012 | Internet
If you would like more information on our guaranteed SEO programs, or if you’re ready to experienc...
Need marketing materials? Create them quickly using InDesign templates and layouts!
Published by Jack on March 6th 2012 | Internet
No matter which industry your business is in, you would need some form of layout or graphic design t...
An internet marketing company will make your business profitable
Published by Razon Malid on December 15th 2011 | Internet
Would you, as a car tuning small firm, advertise your services in the New York Times?
Useful tips for finding the right internet marketing platform
Published by Aussearch Marketing on December 22nd 2011 | Internet
The internet has diversified the way we go about our day to day activities totally. We use the inter...
Hire online marketing Scottsdale to enhance business revenue
Published by Liza Andy on January 24th 2012 | Internet
People who operates small level business and earn average profits may not be aware of the fact that ...
Internet marketing for start up
Published by Nichole Barker on August 22nd 2012 | Internet
Many businesses find it difficult to establish a marketing plan in the beginning stages of their com...
Benefits & search engine marketing pointing to EdgeRank
Published by Smith Wilson on August 21st 2012 | Internet
Auction web sites 800 trillion you connected It, the foregoing myspace or facebook is a primary aver...
Howcome Cost Per Acquisition Suggestions Can be better than Pay per click marketing
Published by Benjamin Stiller on April 17th 2012 | Internet
Cost per acquisition among the several different activities in existence on Internet advertising. Ne...
Internet marketing company promoting Your Business Grow
Published by Mark Twain on December 5th 2011 | Internet
Internet promoting corporations facilitate your business grow phenomenally. they create forth innova...
Internet marketing for small business
Published by Smith on December 2nd 2011 | Internet
Internet marketing is considered as most successful platform to advertise the business across the wo...
Simple tips to discern the very best email marketing service
Published by Smith Wilson on August 21st 2012 | Internet
Email marketing software can be described as key element a section of a good internet business and /...
Efficient SMTP servers help in effective e-mail marketing campaigns
Published by Rio Lee on November 29th 2011 | Internet
E-mail marketing has become one of the most popular marketing strategies that are opted by large num...
SEO by India provides smart and efficient marketing services
Published by Manas Sadangi on January 20th 2012 | Internet
The SEO services India knows your needs and provides the right method to increase your business onli...
Effective tips for Internet marketing UK
Published by Wildnet Technologies on March 16th 2012 | Internet
Internet Marketing UK – Wildnet Technologies offers online promotional Internet Marketing Services...
Social Media Marketing- a revolution in the marketing field
Published by SharonThomas on June 12th 2012 | Internet
Your website gets exposed to many who have never visited the site before. The website information wi...
5 Steps for successful marketing campaign
Published by Visini on February 10th 2012 | Internet
A client when comes to a marketing firm only thinks of one thing popularity of the product or servic...
Media has evolved with online social and video marketing
Published by Samantha Kirk on March 16th 2012 | Internet
Online media has become a huge platform for small and large scale businesses alike. Earlier, online ...
Why you Need SEO Marketing India and other types of Internet marketing India for your Business
Published by Manoj Maurya on December 2nd 2011 | Internet
Internet marketing India services are very necessary in today’s web environment. The right Interne...