How well you write and design your emails has a huge impact on how much click-through rates you get. But it’s not just the content you post to your blog and social media accounts that matters, the links you include in your emails are also key factors in determining whether or not your subscribers click-through.
The most important thing to remember when it comes to getting someone to click on a link is that your link needs to provide value for the subscriber. It should take them somewhere they want to go or show them something that will improve their experience with your brand. Digital product design platform InVision does this brilliantly by including a curated list of "favorite" design resources in each of their weekly email newsletters. Using this approach is a great way to keep subscribers engaged with your content, while also providing value that will encourage them to follow your links.
Another important thing to keep in mind when creating a link is that your subscriber should be able to understand the function and purpose of it without the context of the surrounding sentence or content. This is especially true for links posted on social media sites, where the full link (including its associated URL) will be displayed rather than just a small preview of it. For this reason, it’s important that your link text make sense in its own right, and not simply as an extension of the surrounding content.