When you build an email marketing strategy or work on your website’s user experience, you’ve probably encountered this HTML tag: target="_blank". Well-known among developers, it is used to open hyperlinks in a new tab. For some, this feature seems obvious: it allows visitors to stay on the original page while offering them the possibility to view additional content. But is it really beneficial in your email campaigns? What about user experience and security? In this article, let’s take a look at the pros and cons of using target="_blank" in the context of digital marketing.
What is target blank?
The target="_blank" tag is an HTML option that you can add to a link (<a>). It instructs the browser to open this link in a new window, rather than loading the page in the current tab. This method, very common on news sites, blogs, and online stores, is also often used in marketing campaigns via email or SMS.
You might wonder why open a link in a new tab? The idea is simple: by keeping the source page open, the risk of the user leaving the site without returning is minimized. A particularly useful option for external links. However, this functionality is not suitable for all marketing strategies.
The advantages of target="_blank"
Enhance engagement without losing the original page
Using target="_blank" allows users to view additional content without losing track of what they were reading. For internal pages of your site, this can be very advantageous, especially for people who struggle with somewhat complex navigation. They can then follow complementary links while easily keeping track of their original visit.
Limit bounce rate
One of the indicators marketers strive to improve is the bounce rate. By keeping the original page open in a tab, the risk of the user leaving never to return is minimized. This promotes longer session durations and can indirectly increase the conversion rate.
Redirect to external content without loss
When a link points to an external resource, such as a partner or additional source of information, using target="_blank" can improve the user experience. The visitor does not permanently leave their page because of the external link; an important point for high-value sites.
The disadvantages of target blank
Loss of user control
Although target="_blank" seems practical at first glance, it is viewed negatively by some users. Indeed, forcing a new tab can sometimes be seen as an intrusion and disrupt users who wish to maintain control over their navigation. Yes, not everyone prefers to open a new tab for every link!
Impact on accessibility
Accessibility is a crucial issue, especially when addressing a wide audience. Using target="_blank" can create confusion, particularly for people using assistive technologies, such as screen readers. These users do not expect a link to open a new window, which can disturb them and make navigation more complicated.
Security issues
Opening a link in a new tab may seem trivial, but it can lead to security issues. By default, when a link is opened with target="_blank", the new page can use the window.opener mechanism to interact with the original page. An open door to malicious practices such as data theft or phishing. Fortunately, a solution exists: the rel="noopener noreferrer" attribute, which avoids this risk, but it must be systematically added.
Optimizing the use of target blank
To avoid disadvantages while taking advantage of benefits, here are some best practices to follow:
- Clearly inform the user when they are about to open a new tab. You can add an icon or a short message signaling the action. This respects transparency and reduces frustration.
- Use
rel="noopener noreferrer". As mentioned above, this tag prevents the new window from interacting with the original page, thereby avoiding security issues. - Limit usage to external links.
target="_blank"is often more relevant for external links than internal links. For internal pages, it’s better to let the user decide whether or not to open the link in a new tab.
When is target blank a good idea?
In marketing, everything is about user experience. Using target="_blank" is a good idea if you want to enhance engagement without losing the original page, particularly for very detailed blog articles or complex content. Newsletters are also mediums that lend themselves well to opening links in new tabs, as users are likely to want to return to them eventually. However, be careful not to overuse it, as it could harm the overall experience.
The impact on email marketing
The use of target="_blank" in email marketing is generally favored. Indeed, in this type of content, it is generally desirable for the user to explore dedicated pages without leaving their inbox, maximizing the likelihood of multiple conversions.
In summary, the target="_blank" tag is a powerful tool but should be used cautiously. For an optimal marketing strategy, it is essential to weigh the pros and cons according to the context of each link, consider the user experience, and ensure the implementation of appropriate security measures.
