Real Magnet

Emailioration Monday, 2-13-12: Hyperlink like you Highlight

Some of your subscribers read every word you write. Most, however, just scan, their eyes alighting on whatever design elements attract their attention. In emails, people who scan jump from hyperlink to hyperlink. Knowing this, be strategic about what you hyperlink. Instead of a sentence that looks like this:

Register by Friday to save $100 on the Annual Meeting.

Move the hyperlink so that it highlights the text that best tells your story:

Register by Friday to save $100 on the Annual Meeting.

After you’ve written your email, read through it using only what you’ve hyperlinked. If that’s not an accurate summary of the content, change it.

Each week on “Emailioration Monday”  we spotlight a single tactic you can implement this week in order to improve your email marketing. Share tips of your own on Twitter at #Emailioration, and see the full collection of Emailioration tips here.