13. Number of Hyperlinks


The main job of your email is to motivate recipients to click through to your Website. Hyperlinks in an e-commerce email, for example, should not be like in-store retail salespeople — there when you want to be left alone, but nowhere to be found when you need help and are ready to buy.

Be sure to place text, image and navigation links throughout your email so that a customer can’t go anywhere without tripping over a link. Make sure that all images, especially your logo, are clickable links. Consumers are trained to click on images and expect them work.

In fact, it’s been proven time and again that increasing the number of hyperlinks in an email message leads to increased open and click-through rates. Even if you are promoting a single product, you should still have multiple links throughout the email, including your logo, navigation links at the top and bottom of your message and the call-to-action. The key is to make the links relevant to the message and the recipient.

Emails with 25 or more links have an open rate 12% higher than those containing fewer than 25 links, and a click-through rate that was 29% higher than that for emails with fewer than 25 links. However, you should not merely list a bunch of links at the bottom of the email. Doing this could hurt delivery, as it is a common spam tactic.

The more links there are, the greater the chance that one or more will resonate with recipients and motivate them to click through. And while 25 links might sound like a lot, navigation and administrative links in best-practices newsletters can easily reach 15-20 links by themselves.

Although these findings are compelling, it is essential that you conduct a/b split (multi-variate) tests across key variables to determine what works best for your customers and subscribers.


Read earlier blogs on the subject “Guide to a Better HTML Email Design” on Kenscio Blog.