Today, we are talking about magic links. Nothing truly magical in the literal sense, but a method of authentication that is increasingly popular. It’s undeniable that this type of link, allowing users to connect to a service or verify their identity with a simple click, is quite convenient! How does a magic link work? What are the pros and cons? When and how should it be used? Let’s explore the topic in detail.
What is a magic link?
A magic link is a unique and temporary link sent to the user, typically by email, allowing them to access a service without needing to enter a password. When the person clicks on it, they are automatically authenticated and can directly access their account or a specific resource.
This one-time authentication method eliminates the need for the user to enter sensitive information.
The advantages of the magic link
Simplicity and user-friendliness
The magic link allows users to connect quickly and effortlessly. No more need to remember complex passwords or store them in a virtual vault; a single click is enough to access the service.
Enhanced security
The magic link avoids problems that can be associated with passwords (phishing, weak combinations, etc.). Being unique and temporary, it is difficult for hackers to exploit. Moreover, email authentication ensures that only the user with access to that address can click on the link.
Personalized experience
Magic links are also an excellent way to personalize the user experience. For example, by sending a link for a specific action, such as accessing a promotional offer or a personalized page, you can enhance engagement and maximize customer satisfaction.
The disadvantages and limitations of magic links
Dependence on email
The primary drawback of magic links is that they rely entirely on the user’s email access. If the user doesn’t have access to their email account, they will be unable to connect.
Risks in case of email hacking
If the user’s email address is compromised, a hacker could intercept the magic link and access sensitive information. However, this risk can be mitigated by using additional security measures such as two-factor authentication (2FA).
Expiration of links
Magic links expire after a certain time, which can cause inconvenience if the user does not click on it within the given timeframe. In this case, they will need to request a new link.
When to use a magic link in your email campaigns?
The use of magic links can be particularly beneficial in certain situations, such as:
- Onboarding – When creating accounts or signing up for a service, offering a connection via a magic link reduces potential obstacles and increases the chances that the user completes the signup.
- Retargeting – The magic link can be integrated into retargeting campaigns. For example, a link directly leading to an abandoned cart or a personalized offer can encourage users to return to the site and complete their purchase.
- Password reset – Instead of sending a link to create a new password, you can offer the user to reconnect directly via a temporary magic link.
- Access to one-time services – When users need one-time access (attending an event or following a webinar, for instance), a magic link is a quick and effective method to provide this access without requiring account creation.
- Email verification – When signing up or modifying an email address, magic links can be used to verify the validity of the provided address.
- Quick access to temporary offers or promotions – Magic links can be integrated into promotional campaigns to grant access to an exclusive offer, discount, or flash sale.
5 tips for optimal use of magic links
1) Ensure that the link is short-lived
One of the fundamental bases of magic link security is their limited validity duration. It is recommended to set links that expire quickly, generally between 10 and 30 minutes. This reduces the risk of abuse in case the link is intercepted.
However, ensure that this duration is not too short to avoid frustrating users.
2) Opt for a clear message in the email
The message accompanying the magic link must be explicit so that the user knows exactly what to do. Clearly mention that the link is temporary and direct the person to the desired action (login, validation, access to an offer).
Also, ensure that the button or link is easily identifiable in the email, ideally using a visible and catchy call-to-action.
3) Avoid overusing magic links
Do not use magic links excessively in every interaction. Keep this method for moments when they add real value, such as signup, password reset, or access to exclusive offers.
Frequent use could harm the user experience and diminish the effectiveness of the link.
4) Use the magic link in conjunction with other security measures
Although magic links are relatively secure, you can increase their protection level by combining them with other measures. For instance, add two-factor authentication (2FA) for certain sensitive actions, like changing account information or accessing personal data.
More than a simple alternative to traditional authentication methods, the magic link is a valuable tool that plays on several fronts by improving the user experience, enhancing security, and simplifying the customer journey. It is an asset that can make a significant difference in an email campaign if used properly.
