What Does "Hosted" Mean in Email Marketing?
In the context of
email marketing, "hosted" refers to any content or asset that is stored on a web server. When you send out an email campaign, the images, videos, or documents that you include can be hosted on an external server. This means that the email itself contains a link to the content rather than embedding the content directly within the email.
Advantages of Hosted Content
One major benefit of hosted content is that it can help to
reduce the size of your email. This is crucial for ensuring that your emails are delivered quickly and do not get caught in spam filters due to excessive size. Additionally, hosted content can be easily updated without the need to resend the email. If you need to change an image or update a document, you can simply update the hosted version and all recipients will see the new content the next time they open the email.
Disadvantages of Hosted Content
However, hosted content does come with its drawbacks. One of the main concerns is that it requires a reliable web server. If the server goes down, the hosted content will not be accessible, which could negatively impact your email campaign. Additionally, hosted content relies on the recipient's internet connection. If they are in an area with poor connectivity, they may have trouble accessing the content.What Does "Linked" Mean in Email Marketing?
Linked content in email marketing refers to hyperlinks included in the email that direct recipients to external web pages or resources. This could be a link to a
landing page, a blog post, or a product page. Unlike hosted content, which is stored on a server, linked content is an integral part of the email's text and is used to drive traffic to your website or other online resources.
Advantages of Linked Content
One of the main advantages of linked content is that it can significantly increase
engagement and drive traffic to your website. By including links to relevant resources or products, you can encourage recipients to take specific actions, such as making a purchase or signing up for a webinar. Linked content also allows for better tracking of recipient behavior. By using tracking URLs, you can gather data on how many people clicked on a link, which links were most popular, and how recipients interacted with your site after clicking.
Disadvantages of Linked Content
One potential downside of linked content is that it can be seen as disruptive if not used carefully. Including too many links can make your email look cluttered and reduce its readability. Additionally, if the links are not relevant to the recipient, they may be more likely to unsubscribe from your mailing list. It's important to ensure that your linked content adds value and is aligned with the recipient's interests.Best Practices for Using Hosted and Linked Content
When deciding whether to use hosted or linked content, consider the
goals of your campaign and the preferences of your audience. For hosted content, make sure you have a reliable server and that the content is optimized for quick loading times. For linked content, use clear and compelling calls-to-action and ensure that the links are relevant and valuable to the recipient.
Conclusion
Both hosted and linked content have their place in email marketing, and the best approach often involves a combination of both. By understanding the advantages and disadvantages of each, you can create more effective email campaigns that engage your audience and drive desired actions.