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The Constant Contact Guide to Email Marketing by Eric Groves

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Inserting Action Links in Your Emails

Inserting links provides your readers with actions they can take while they’re in front of their computers, and they provide you with instant feedback because every link in an email is trackable when you use an Email Service Provider (ESP). In this section, I show you how to insert a wide variety of links into emails created using an ESP. I use Constant Contact as an example, but these steps can generally be applied to other ESPs as well.

LINKING TO A WEB PAGE OR BLOG PAGE

1. Type out the call to action that you want to turn into a link. For example, you might type “Read This Article Online.”
2. Go to the web page you want to point your link to and highlight the address of that page, including the “http://” and everything after that. Don’t just link people to your home page, save them the time and link directly to the page you want them to end up on.
3. Highlight the call to action you typed with your mouse and use your ESP’s Link Creation tool to paste in the web page address as the link address.
4. Click Insert to save the link.
5. Preview the email to test the link.

LINKING TO CONTENT WITHIN YOUR EMAIL

When you want people to be able to quickly jump to different sections of your email, you should make your call to action into anchor tags. Anchor tags allow you to link to different parts of your email. For example, you might create a “Back to top” link that, when clicked, brings the reader to the top of your email after scrolling ...

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