Hey {{first_name|Bro}} ,
In my 2nd last email, I talked about 5 tips on how to avoid landing in spam/promo.
In the first tip, I said not to use multiple links in an email. But the funny thing is, my favourite copy frienemy John replied to that same email and said:
"Bro, this email alone has 10 links"
After checking, I was like WTF, that's true.
Then my inner researcher kicked in to solve this multiple links problem, and after doing all the research, I found two things: Safe links and Risky links.
So, understanding these two types of links changed my thinking on how the mailing system reads emails.
And safe links basically don't trigger promotions in Gmail and other mail software.
Examples:
Safe Link 1. Footer/compliance links
Unsubscribe
Update preferences
Physical address
Safe Link 2. "Read online" link
Especially if it's auto-inserted by your ESP
Safe Link 3. Social icons (IG / YouTube)
Usually okay if kept in the footer
1–2 max
But the game changes when it comes to risky links because these push you to promotions.
Risky link 1: Multiple commercial CTAs in the body with the wording, like:
"Tap here to watch it"
"Download now"
"Get the free guide today"
Risky link 2: Image-based links
Banner ads
Clickable sponsor images
Risky link 3: Sponsor links above the main content of the email
If the sponsor appears before the main content or too early in the email, the promotions tab is almost guaranteed.
So, play smart because multiple links aren’t the problem, but the wording and placement of links are.
-AshuRex
Streak: 205
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