An email link within a campaign encourages direct interaction with recipients. This generates good results for marketers, as each click represents an engagement.
And high engagement rates mean a good reputation for any marketing campaign, especially email campaigns.
In other words, providers look favorably on campaigns that generate interactivity. This signals that the emails are being well received by the target audience, and that the senders are far from being classified as spam.
Engagement signals a clean mailing list and the receipt of emails authorized by the user. Check out SafetyMails email verification to see how a sanitized list can generate engagement with your target audience and other positive results for your campaigns!
However, in addition to generating engagement, an link can be used in other strategic ways in email marketing.
Keep reading to see how to use these links in your planning and enjoy the tips!
Table of Contents
What does email link mean?
An email link, also known as a “mailto link”, is a hyperlink that can be inserted into an email or into other web services, such as websites, landing pages and so on.
When the mailto link is clicked, it opens an email pre-filled with the user’s address, the subject line or even the body of the email.
This simplifies the process for the user, who doesn’t have to copy and paste email addresses or write a new message from scratch.
It also makes it easier for marketers, who speed up conversion times with pre-filled fields.
Possible email link configurations
There are 4 types of links that can be used, depending on the needs of the campaign:
Simple link: opens a new email with the recipient’s address filled in.
Subject line: in addition to the address, it also includes a pre-defined subject line.
Email body: includes pre-filled address, subject line and email body.
CC and BCC: these are the links to copy and hidden copy emails. In this case, the links already include the addresses for sending copies of the message.
As you can see, links can take on different roles within the objectives of an email marketing campaign, but all with a single purpose: to make the user’s life easier by making it less work to fill in the fields.
Benefits of using email links in email marketing campaigns
Email links make it easy for the recipient to respond, who can simply click and carry out the action without having to stop to think about sending an email.
It’s worth remembering that the human brain saves its energy for everyday things, in other words, it does things “on automatic”. And that’s where the link comes in, because it’s already pre-filled, making it easy for the recipient to return a message.
This action enriches engagement, resonating positively with the senders’ reputation. Not to mention that by simplifying the contact process, an email link can also increase conversion rates.
When users encounter fewer barriers to responding to or interacting with a campaign, they are more likely to take action. This is especially useful in campaigns that require a quick or direct response, such as limited promotions or satisfaction surveys.
In short, email links reduce the time it takes to start a conversation, which can be very useful for sales teams. For example, setting up a meeting to learn more about the product.
Using email links strategically
Personalize email links by including the recipient’s name in the subject line.
Still on the subject of personalization, segment your email list to send more relevant messages and increase engagement. For example, instead of a generic link, use a link that offers the recipient an email body with information relevant to them, such as products of interest or exclusive offers.
Use analysis tools to monitor the performance of email links in your campaigns. Email marketing platforms offer detailed data on clicks and responses. That’s why working with them is essential. Analyze the metrics to identify patterns and insights that can improve campaigns.
Plan email actions based on interactions. This is what we call “trigger-based actions” in email marketing. This involves scheduling emails to be sent only to people who click on a specific link.
For example: suppose you send an email advertising a wedding catering service. People who click on the email link requesting details of the service will be sent an additional email containing an invitation to a face-to-face tasting event.
Perform tests to optimize links
Performing A/B tests is a best practice for improving the effectiveness of links. In this sense, analyze different CTAs for the links, as well as subject lines and email bodies, to see which generates more engagement.
For example, compare a link that simply says “Send us an email”, with another that says “Ask your questions now”. Monitor click and response rates to determine which approach is more effective.
When to use links: some examples
Email links are extremely effective in lead capture campaigns. When offering an incentive, such as a free ebook or access to a webinar, you can include an email link that pre-fills a message to access the material. This makes the sign-up process easier for the user and increases the conversion rate.
In follow-up campaigns, email links facilitate quick responses. For example, after a purchase, you can send a thank-you email with an email link asking for feedback on the shopping experience. This can provide insights for the company.
For exclusive offers and promotions, including email links can encourage a sense of urgency and interaction. Thus, a promotional code or a message of interest can stimulate quick responses and increase sales.
For example, “Request your exclusive discount” with an email link can be more effective than just providing the promotional code in the body of the email.
Email link generators
There are online tools that automatically generate the HTML code needed to create email links. Thus, inserting this action into email marketing becomes an easy and simple function to perform.
Here are some of the tools available on the market:
- Mailto link generator: simple and intuitive; ideal for basic links.
- HTML email link generator: offers more advanced options, including email body formatting.
Conclusion
The use of email links is a strategy that can enhance campaigns, increasing interaction and conversion.
However, it is important to take advantage of all that this action can offer, such as a more personalized experience for users; the collection of insights through campaign monitoring, trigger-based actions, among other practices that adhere to marketing and sales objectives.
FAQ
What can email links add to email marketing campaigns?
Links to emails can increase engagement and conversion rates. In the email marketing market, the reputation of bulk email senders is a determining factor in deliverability, and campaigns with many interactions show that the sender is communicating with a target audience that is actually interested in receiving their messages. This behavior is the opposite of that of a spammer, and this reflects positively on the senders’ credibility.
In addition, the email link also helps in the development of many strategies, such as capturing leads, follow-up campaigns, sales-oriented actions (exclusive offers and promotions), carrying out A/B tests to improve campaigns and many other practices that will benefit email marketing planning.
What are the possible configurations of email links?
There are 4 configurations: the simple link, which opens a new email with the user’s address filled in; the subject line, which includes, in addition to the address, a subject for the email; the body of the email, which has the address, the subject line and the text of the internal part of the email already filled in and the CC and BCC, which are the addresses for copy and hidden copy, respectively.
