Mass Email Tips: Strategically Using Links in Your Newsletter Template

Links represent one of the most powerful elements you can place in your newsletter.  However, they must be used correctly in order to realize their true potential and value.  If you are not sure of how, when and where to place links in your newsletter template, this article will provide some insight on how to use them the right way.    

The links used in your mass email message should be easy for the reader to identify.  Though it may seem obvious, you want to make sure they are underlined and accentuated by a color that differentiates them from the surrounding text.  You also want to ensure that your links are properly labeled.  Instead of taking the generic approach of “Click Here”, give the reader an idea of what to expect should they follow through on your call to action.  For instance, linking the text “Secrets to Email Marketing”, indicates that the reader will receive some good marketing tips when clicking on your link. 

Sure, this may seem pretty obvious, but you would be surprised at how many crucial errors are made here.  It is easy for anyone to create links to the wrong content, or even links that are broken and lead to nowhere.  No matter how small these errors may be, they can have huge repercussions when the reader takes action and does not get what they expected.  To avoid such hiccups, make sure you check all the links inserted your newsletter template before deploying the campaign.  This will give you the chance to ensure that they work and will actually lead the subscriber to the destination you intended.  Screwing up with links in this manner will make you look a spammer, phisher, or unprofessional at best.

When using links in a mass email campaign, you also need to make sure they are relevant to content you plan to include.  Furthermore, these links should be placed at the top of your of message as this position is more likely to increase clickthroughs opposed to placing them lower in the template.  If you have links for additional content such as discounts for products on your website, make sure they are accurately labeled and clearly convey the value of the offer to the subscriber.  As far as your permanent links, which should be included in every newsletter you send out, maintain consistency in terms of placement so they are familiar to your readers.  This includes the links for your social networks, website and unsubscribe instructions especially. 

Some mass email marketers are more concerned about clickthroughs than any other area.  While this is very important, you can also track your links to see how effective they are at capturing reader interest.  Making efficient use of your reports can help you craft your marketing strategy to deliver better results in the future.  When analyzing your links, don’t limit your assessment to clickthroughs.  Find out what users are doing when they arrive on your landing page.  If no conversions were made, use that information to make improvements and capitalize on subsequent visits.