Email Marketing Best Practices: Embedding Links into Emails

Posted by bkloss | Email Marketing | Saturday 12 January 2008 8:16 pm

Email deliverability is a slippery slope. One such tricky issue concerns the use of bare or masked links in broadcast emails. Many claim that some browsers will break masked links. Other marketers claim that you must use the bare URL for subscribers who do not receive HTML emails.

At the risk of beating a dead horse, I want to set the record straight about embedding links in HTML emails.

The BEST/ONLY way you should link in a bulk email is to use anchor text. Never expose a naked link to the recipient when using a third party sender such as Aweber or Email Labs to send bulk email.