Businesses rely on email marketing for a variety of reasons. From educating subscribers to promoting goods and services, an effective email campaign can increase sales and help maintain long-term business relationships. But did you know that something as simple as where you place links can make a huge difference in potential sales?
Above the Fold
Most subscribers only read text that's in the preview pane or 'above the fold.' While some will scroll down to read the entire message, most read the first two or three paragraphs and move on to the next message in their inbox. This happens for many reasons - increase in inbox messages, boredom, or lack of time. Whatever the reason, you need to include the most important information above the fold so subscribers see it right away.
This includes links to your website, blog, social media pages, and other online channels.
Increase Web Traffic
Adding links to the top of mass email messages has other benefits as well. Since most subscribers are pressed for time, make it easy for them to visit your website right now. As the competition for your subscriber's time increases, you need to provide convenient ways to reach your website.
Think about it this way: Would you rather a subscriber open your email, start reading and click on your website link right then or read your entire message, run out of energy or become distracted and consider clicking on the link at another time?
Leave Opt-Out Links Alone
Most marketers create a single space for links at the bottom of email content. Placing website and social media links next to opt-out links sends a negative message to subscribers. This says that those links are an afterthought and shouldn't be taken seriously. What's worse is that many subscribers won't even see your links because they have no intention of opting out of your list.
Subscribers associate links at the bottom of an email message with opting out, not for checking out your latest products and services. Treat your business with more respect by placing links at the top where they belong.
Choose Links Carefully
Since space can be an issue, choose links carefully so you don't crowd the page. If you know subscribers can easily find your social media pages, you don't have to include links to these sites in each message. Make sure to include important links like your website or landing pages as subscribers need to visit these pages so you can turn a profit.