Email marketing is one of the most effective and efficient tactics in your marketing mix. It’s a non-invasive way to put your brand in front of people, promote products and/or services, and keep your company at the top of your target audience’s mind. It drives traffic to your website and builds a community at the click of a button.

According to Prestige Marketing:

• Seventy million U.S. consumers check email on mobile devices
• Ninety-three percent of online consumers interact with brands through email, more than any other platform
• Consumers who make purchases through marketing emails spend 138 percent more than those who do not receive email offers

With statistics like these, it’s no wonder email marketing is alive. In almost all cases, the end goal of your email marketing campaign will be increased revenue either through transactions or page impressions.

The use of links in email is the primary driver of traffic from your email to your website. Links within your email are crucial to drive action and conversions from your email marketing. Magdalena Georgieva, contributor to HubSpot, wrote an article about the types of links to include in your marketing emails.

Call-to-Action

Make sure to include what you want your recipients to do once they’ve opened the email. For example, if you send an email about a new eBook or white paper, you should ask people to ‘download it’ and include a link to your landing page.

Social Media Share

Social media share links allow recipients to click if they want to follow your company on your social media channels. “The logic is simple: If your contacts are happy with the email content you’ve sent them, then they might also be interested in subscribing to receive even more information/updates from you through other channels of communication such as YouTube, LinkedIn, Google+, Twitter, or Facebook,” says Georgieva.

Company Website

To reinforce where the content comes from, most companies include their logos in marketing emails. Don’t forget to include link with your logo. It can be your homepage, a product page for a product or service promoted in the email, an About Us page, or a Contact Us page.

Link in the P.S.

According to Georgieva, industry research shows the P.S. has tremendous marketing power. “It stands out visually, and draws the eye of the readers,” she adds. Use the P.S. to reinforce your call-to-action. You can also use the P.S. for an alternative offer.

Every email you send is an opportunity to gain traffic to your site. Not everyone will buy or become a lead right away, but when you give people a way to sign up, you can stay connected. Email marketing is a powerful tool, and when you do it right, you can see great results.

Have you noticed any patterns on the clicks you get in your emails? 

Image: epSos.de via Flickr, CC 2.0