The Golden Hyperlink
How does your email marketing make use of the Golden Hyperlink?
As much as you may want people to click on all the links you litter through your own email marketing there is a very high chance that they will choose just one. (Some of my recent research shows that up to 80% take the one click choice.)
So if they were to click just once, what should it be? By thinking this through you tend to focus in your message to one or two key points and for those subscribers with little time to digest your message (think all of them) this can only be a good thing.
When you have a list of two links (or ideally one) then make it a simple, easy to see option for subscribers to take. How to make it stand out? Blue text, underlined in the same color may be as old as the hills and I would drop it as quickly as I could if it didn’t work so well.
So why not look at all the links in your next newsletter, pick the top two and then make taking them an easy to follow action.
And when you are thinking about why you are trimming down the copy in your message remember back to the last email newsletter you yourself sent to the printer. It could have been a while ago.