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Make every link in your email say where it goes
A link should tell the reader what happens before they click, and nothing in the email should be hidden from view.
Written by John AlewineReviewed by the Email Marketing KC team
Published ยท Updated
A link that reads "click here" does not tell anyone what happens next. Neither does a bare tracking string pasted into the email. The reader has to guess.
Gmail's own email sender guidelines say web links in the message body should be visible and easy to understand. Recipients should know what to expect when they click a link. The same page says not to use HTML and CSS to hide content in your messages, because hiding content might cause messages to be marked as spam.
What that looks like
- Vague: click here.
- Clear: see the November menu.
- Clear: book a furnace check.
Keep every word in plain view.
Gemini in Gmail can summarize an email thread. The plain visible words in the email are what a reader, or a summary of it, has to work with.
We research your industry, offers, customers, and competitors, write every email from scratch, and send one email every week to the list you already have. No drafts land on your desk. Every link we write says where it goes. The guarantee covers the weekly send and that people on your list will open it.
To try it, see the 4-email pilot on the pricing page or read how it works.
Source: https://support.google.com/a/answer/81126