Are Links in Emails Bad?

August 27, 2011 by  Filed under: Marketing 

One of the first rules of emailing is to ensure that you have permission from the recipient to do so – otherwise you are committing SPAM and no one likes spam in their email inbox. When you communicate with customers or contacts that you have gathered and previously asked their permission or they have agreed to receive email communications from you, perhaps after signing up to ‘get more information from you’ then you are emailing to a permission based group of contacts. Therefore they have agreed to receive email from you and will expect to receive a mix of information and offers from you for your products or services.

The next step is to carefully craft the email message so that it draws the reader in with a ‘catchy’ or ‘suggestive’ title that makes the reader want to not only open the email but get involved with it and get something. It could be an offer of some sort that requires the reader to follow a link to a special webpage – often called a ‘landing page’.

Therefore there is a very good reason why the writer of the email considers how the text is written in such a way that entices the reader to want more, and the more is a link or series of links that are placed within emails to lead the reader away from the email itself and on to a webpage where there is more information or a message that ‘sells’ and is the reason for the link in the first place.

So the burning question here is “are links in emails bad?” – well if it is information or more of it that you are looking to get then the link is an absolute necessity and makes sense to provide more than the email can provide in terms of length of information text, or pictures that illustrate the additional information, or a way to sign-up to get more!

The link in an email is a powerful device that has more power than a button on a webpage because it is part of the text and is so easy to just click on as you read and before you know what hit you, a new webpage is opening with all of the additional information – all singing, all dancing… pulling the reader deeper and deeper into the extension of the original email and the ‘more information’.

So from a marketing point of view the link in an email is a powerful device that can greatly extend the scope of the original email and is therefore a very good thing to have.

One very powerful way to use links in emails is to measure what prospective customers want and they will tell you by which link they click on the most. For instance, you sell three different types of product or service and you do not know what products or services your list of contacts are either interested in or want to buy. Carefully create an email that equally targets three different items with appropriate links for more information that lead to a different webpage. Send the emails out to your list and then after a few days measure which link received the most ‘clicks’.

You should now be able to gauge which recipients are interested in each product or service. Now you can target each group of recipients with just the product or service they are interested in.

First One On provides powerful email marketing strategies and methods to customers and prospects to get them to buy your stuff and Peter Bowen has been developing powerful email communications for clients since the early days of the internet. A seasoned marketing professional that knows the value of embracing digital media to get the message delivered and products sold.

Article Source:

Speak Your Mind

Tell us what you're thinking...
and oh, if you want a pic to show with your comment, go get a gravatar!

You must be logged in to post a comment.

Prev Post:
Next Post: