Links in Email Newsletters: 7 Ways to Get More Clicks

Email newsletters are still one of the most effective direct channels, but readers give them little attention. Even with a good open rate, link placement decides whether people click. Here are seven methods to apply.

1. Pick one main goal

Each email should ask for one thing: read an article, look at a product, fill in a form. Many equally weighted links force readers to choose and lower clicks.

2. Write meaningful link text

Instead of "click here", say what will happen: "Read the guide", "Book your appointment". The link text sets the expectation before the click.

3. Use both a button and a text link

Some readers click the visual button, others the link inside the text. Having both leaves nobody out. Point both to the same short link so the numbers are collected in one place.

4. Use short, clean links

Long addresses with parameters can break in plain-text emails and look untrustworthy. A short link looks tidy and avoids copy errors.

5. Place it above the fold

The main call to action should be visible on the first screen. Most readers do not scroll to the end of an email.

6. Design for mobile

Most emails are opened on phones. Keep buttons large enough for a finger and check that the destination page loads quickly on mobile.

7. Measure each newsletter separately

Create a separate short link for each newsletter and compare the click counts. After a few issues you can clearly see which subject line, send time and call to action work best.