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Email
Marketing Layout Links:
5 Essential Tips |
| Using
links in email campaigns is simple. Using
links successfully in email campaigns is
an entirely different story. While it's tempting
to think that a smatter of links alone will
kick your campaign up a notch, there's an
entire set of guidelines for those little
pieces of code. Here they are: |
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| Most
spam campaigns feature links to various
places, but since the emails are uninvited,
very few links get clicked on. However,
if you'd like to build up your reputation
as a legitimate email marketer, links
are an essential element. If customers
click on your links, they work as a
sort of implied confirmed opt-in. It
shows email and Internet service providers
that you not only have permission to
email your recipients, but that your
recipients are interested in whatever
you're sending. Not only that, active
links can improve your email delivery.
Having active links and a high click-through
rate is something to definitely shoot
for. |
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| Sometimes
it's okay to have a standalone link
in your HTML email that simply says
"click here". However, try
to use keyword-rich links instead.
Why? Because if your newsletter is
archived, search engines bots will
"see" those
keywords and it could give your newsletter
more pull in search engines. An SEO
bot will roll right past a link worded
"click here", but it will
pause on a link that says "tankless
hot water heaters" and index
that info accordingly. |
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| Don't
bother posting entire articles, sales
spec sheets or other data in your newsletter
in full. That's what links are for!
Keep landing page summaries and articles
to a few sentences or a paragraph and
use a keyword-rich link to send people
directly to the source. |
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| Unless
you're sending an email dedicated entirely
to links, don't go overboard with the
amount of links you put in your layout.
We recommend putting no more than 10
links in any email campaign template.
If you use too many links, you'll overwhelm
your recipients. |
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| Nothing
says amateur like a link that sends you
to an expired page. Think ahead. If you're
going to link to articles or pages other
than your own, find out how long your
links will work. With articles in particular,
many links work for a week or two before
the article is sent to the archives.
If the links you've chosen will expire
in a short amount of time, find something
else to link to with more staying power. |
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| For
more info, please contact Jennifer Perez,
Benchmark's PR and marketing director, at
jennifer@bmesrv.com. |
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| Highlights |
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Use
links to build a great rep |
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Use
keywords whenever possible |
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Use
links to cut back on copy |
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Don't
go overboard with too many links |
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Only use links that
have staying power |
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