Tips For Using Links In E-mail Newsletter with Examples (snapshots – ebay.com, firstcry.com)

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

 

1. Easy To Identify

Links in the e-mail newsletter should be easily identifiable, either use a different color or simply underline. The standard practice is to use blue color (as shown in the example below). Example: airtel.com

Screen Shot 2014-07-23 at 4.45.24 PM                                                                      Image Source: Digifire Internal Research

2. Reader Should Know Where The Link Will Land

Set the right expectation, the link should go where it says it will go. Here is an example, an e-mail from ebay.com promoting their’s apps. Clicking on the link “Get the app” landed on the page where the reader can enter his mobile number and get the link to download the app by selecting mobile type. Example: ebay.com Screen Shot 2014-07-23 at 5.42.11 PM

Screen Shot 2014-07-23 at 5.43.21 PM                                                                      Image Source: Digifire Internal Research        

3. Links Should Be Nicely Structured In The E-mail Newsletter

Links should be placed on the basis of their relevance:

  • Links relevant to the content of the e-mail newsletter should be placed on the top like  link to the promotion page, product page etc.
  • Links of additional details like more offers, new collection, more categories etc should be outside the main content area.
  • Permanent links like social networking icons, link to unsubscribe, link to contact etc should be placed at the same place in all the e-mail newsletters.

Below are 2 snapshots of the same e-mail newsletter, the 1st one has the link and details of the main context i.e. Stationery @ Rs.1 and the 2nd one has the link and details of Mani Jewel pendant available on firstcry.com. The footer has the social icons , link to download the app and e-mail address to contact. Example: firstcry.com Screen Shot 2014-07-23 at 8.14.34 PM Screen Shot 2014-07-23 at 8.15.07 PM

                                                               Image Source: Digifire Internal Research  

4. Links Should Be In Context With The Content Of E-mail Newsletter

In the example below from marketingprofs.com, the links given in the e-mail newsletter are in sync with the subject line. Example: marketingprofs.com Screen Shot 2014-07-24 at 9.41.29 AM

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5. Links Helps To Drive Traffic To Site, Make Sure To Add Them

Give a sneak-peak of the idea or new collection or new design in the e-mail newsletter but the aim should be to drive the reader to the website. As done by houzz.com in the snapshot below. Example: houzz.com Screen Shot 2014-07-24 at 10.33.40 AM

                                                               Image Source: Digifire Internal Research   

6.  Tracking Clicks On Links Helps In Identifying The Successful Offer

In the example below amazon.in is offering upto 50% off on women clothing, shoes, handbags, sunglasses etc. Recording the number of clicks in each category will help in recognizing the most successful offer. Example: amazon.in Screen Shot 2014-07-24 at 6.01.34 PM

7. Use E-mail Campaign Links To Understand Customer Behavior

Links in the e-mail marketing campaigns will help in drawing a pattern of customer likes and dislikes. For example the following e-mail newsletter from jabong.com has 7 offers clicking on either of them will help in understanding the customer behavior. Example: jabong.com Screen Shot 2014-07-24 at 11.53.25 AM

                                                                 Image Source: Digifire Internal Research   

8. Adding Links In E-mail, Saves Readers Time

An e-mail newsletter has loads of information regarding new offers, new arrivals, sale, customized offers etc giving a sneak-peak of the content with the link to read more helps in choosing the content the readers wants to explore further. Thus saving his time. I have highlighted 4 links in the e-mail campaign from Zansaar.com –  Zansaar custom sofa, Sales & Deals, Offer Zone and more. Example: zansaar.com Screen Shot 2014-07-24 at 12.26.47 PM

                                                             Image Source: Digifire Internal Research  

Source: http://blog.marketo.com/2009/12/10-best-practices-for-using-links-in-emails.html

 

[This article is sponsored by workspot.in , India’s leading aggregator of co-working spaces, meeting rooms and shared offices. If you have additional office space and are looking to rent it, please do list it on workspot.in. If you are looking for space for your startup, do visit workspot.in]

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