In emailing, the hyperlink is not just a simple path to a web page: it’s a crucial fork in the user’s journey, a direct bridge between your message and the recipient’s action. But for that, it must be well positioned and optimized. While any link can provoke a click, only a well-thought-out link can truly convert. In this article, we explore the mechanics and subtleties that make the hyperlink both a technical and strategic element in any email campaign. Discover how to turn a passive reader into an engaged customer.
The Hyperlink in an Email Campaign: a Small Detail, a Big Impact
In email marketing, every word matters. As for the links, they carry significant weight. They guide, outline, direct, and trigger action if placed in the right spot. We are not talking about a functional link added automatically here, but a highly strategic link, crafted as a clear invitation to act. Because then, it’s the one that will turn a mere read into engagement.
Link Typology: What Strategy According to the Intention?
The Main Link (CTA)
It’s the most visible, often unique, oriented towards conversion. It should naturally appear in the reading flow and represent the primary objective of the email: download, registration, purchase, etc.
The Contextual Link
Integrated into a sentence, it allows for delving into a topic or offering a softer alternative to the main CTA. The contextual link is very useful in newsletters or informational emails.
The Secondary or Discreet Link
At the bottom of the page, in the mentions or footer, it is often used to ensure compliance (GDPR, privacy policy, unsubscribe).
Internal Anchors
In longer emails, such as dense content newsletters, internal anchors allow for better navigation and enhance user experience.
Writing and Formulation: How to Make People Want to Click?
The link anchor is decisive. It must be explicit enough to inform, while engaging enough to incite.
Avoid generic formulations like “Click here.” Prefer: “Discover our tips,” “Download the complete guide,” or even “Activate your offer now.”
To write effective anchors, rely on highly engaging factors such as:
- Curiosity – A link that promises a revelation, a surprise, exclusive info.
- Scarcity – Highlighting a time-limited offer.
- Immediate Benefit – Clearly showing what the user gains right away.
Finally, the tone should be consistent with the objective: formal for a report, friendly for a premium offer, didactic for a guide, etc.
Design and Positioning: Where, How Many, How?
The link should be identifiable without overwhelming the eye. Too visible, it may seem overly commercial. Too discreet, it goes unnoticed. It’s necessary to find the right balance.
Our Tips:
- Do not drown the reader with too many links. One or two well-thought-out are better than a scattered ten.
- Position links at strategic points: beginning (above the fold), middle (after an argument block), end (after reiterating the promise).
- Visuals and icons can enhance the appeal of a link, provided they do not completely replace the text (consider display and accessibility issues).
Link and Deliverability: What You Absolutely Need to Know
Not all links are created equal in the eyes of spam filters. A suspicious link or too many links can send an email to the spam folder.
Our Tips:
- Use HTTPS links and avoid non-personalized shortened URLs (like bit.ly without identifiable owner).
- Avoid domains marked as unreliable or blacklisted.
- Test redirects before sending. A broken link gives a very bad image and affects trust.
- Do not forget the alternative text so that if a button does not display, the text link remains visible.
How to Create a Hyperlink in an Email: Practice and Tools
Creating a hyperlink in an email campaign is very simple, but the steps may vary depending on whether you use a visual editor or HTML code.
Here’s how to do it in an editor like Mailchimp, Brevo, Mailjet, or MailerLite:
1) Highlight the text or select the button you want to insert a link on.
2) Click on the link icon (often represented by a chain).
3) Enter or paste the target URL.
4) Enable opening in a new tab if possible.
5) Validate – and test before sending!
In HTML
You can insert a link directly in your code with the <a> tag.
Example:
<a href="https://url.com" target="_blank">Download our guide</a>
Add style="color: #007BFF; text-decoration: underline;" if you want to customize the appearance.
Link and User Experience: An Intent-Focused Approach
Thinking about the link is thinking about the aftermath. A good post-click experience is crucial not to lose the user. The landing page must be absolutely consistent with the promise made in the email. If the link refers to an exclusive offer or specific content, the landing page must immediately meet that expectation, or else it will generate frustration or mistrust.
It’s also essential to test the link’s accessibility on mobile: is the button or clickable text easily usable on a small screen? Is the target site responsive?
Poor mobile ergonomics can ruin all your campaign efforts.
Finally, post-click conversion also depends on the smoothness of the journey. An overly long form or excessive load time acts as major barriers. The user, even if convinced by the email, can leave within seconds if they encounter the slightest obstacle.
| ✅ Best Practices | 🚫 To Avoid |
|---|---|
| Use clear and enticing anchor text (“Download your free guide”) | Generic text like “Click here” |
| Position the link above the fold | Hiding the link at the bottom or in unreadable text |
| Make the link a contrasting and underlined color | Non-visible link (same color as the text) |
| Redirect to an appropriate and responsive landing page | Link to a generic homepage |
| Use tracked links with UTM parameters | Not tracking click performance |
| Limit to 1–3 maximum links in the email | Overloading the email with links or CTAs |
| Use clickable buttons adapted for mobile | Buttons too small or not visible on smartphones |
The Hyperlink, a Silent but Powerful Messenger
Invisible or almost, the hyperlink acts as a true conductor in the symphony of your email campaign. It’s neither just a line of code nor a colored button. It’s an intention, a bridge, sometimes even a promise. Care for it, test it, optimize it, because each click is an opportunity.
