1 Learn the concept
Adding links to your emails helps readers navigate and lets you track campaign performance with great detail. Where you place links and what they say affects how many people click. This lesson explains how to use links well: one main call to action, clear text and tracked URLs.
2 See it in action
- Lead with one main link or button.
- Use descriptive link text.
- Add tracking tags so you can see which links work.
- Test every link before sending.
Worked example
Counting clicks
Before: seven links and 1.2 percent of readers clicked.
After: one main button and one supporting link, and 2.4 percent clicked.
Math: the click rate doubled, so twice as many people reached the offer.
Check: test the change on another campaign to confirm.
3 Study an example
Example scenario
An email with seven links and no clear priority gets few clicks. The next version has one button and one supporting link, and clicks double.
4 Apply it and download
- Choose the main action for an email.
- Write the link text.
- Add tracking and test it.
Worksheet Link planOpen, print or save as PDF