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So, first up, linking. What are some of the purposes of linking?
Link formatting does matter. It is important to think about how you format a link so that it’s clearly identified to a reader. So that they know that, “Hey, this is something I should click on.” They know what it is. So, for example, underlining of text has long been the tradition and sort of the technology of linking things on the web. It’s underline and it’s a different color, generally it’s a link.
Now, that has changed quite a bit with regards to things like CSS or cascading style sheets. However sometimes it’s good to continue those same conventions because they are familiar to a reader. And if all your technology kind of gets stripped away if you’re formatting your CSS and so on, the link behavior of being of one color like blue text or underlined or a little bit of embolden will show up.
Here a few of the link formatting ideas.
What are the benefits of strategic linking?
For example, travel companies. If you fly on an airline, they’re going to send you emails all the time. It’s what they do because they have to sell airline tickets. However, if you go to a certain place all the time, this place to that place and you do round trip tickets and trips to that all the time, they’re going to know that. They’re going to realize that and they’re going to say, “Hey, guess what? We have special benefits for you because you keep going back and forth between these two hubs. Or, have you tried looking at these other places?” The dynamic segmentation and strategic linking means that they’re trying to target me as a reader or as a flyer so that they can provide me with things that are actionable and customized to my experience.Back to Top
Eric Stoller is a Higher Education Strategic Communications Consultant and Blogger at Inside Higher Ed. With a background in student affairs, academic advising, wellness, technology, and communications, Eric educates clients and audiences on digital identity development. As a blogger, he generates conversations, answers questions, and provides insight about a variety of tech topics, including Social Media Strategies and Email Marketing.
By the end of this topic, you should be able to:
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ABOUT THIS DIGITAL MARKETING MODULE
Communication expert Eric Stoller will help you to identify the attributes and features of an effective marketing email. You will recognize the importance of professional email design to retain brand reputation and subscribers, and will understand that testing is the basis of every successful email marketing campaign. Eric will then introduce the key metrics and statistics within email reporting, and will help you to identify methods for optimizing the performance of your campaign.