What are Plain URLs in Email Marketing?
Plain URLs refer to links within an email that are not embedded behind anchor text or buttons. Instead, the full URL is visible to the recipient. For example, rather than clicking on a hyperlink, the recipient would click on a URL like
https://www.example.com to visit the web page.
Why Use Plain URLs?
There are several reasons to use plain URLs in your
email marketing campaigns:
Transparency: Recipients can see exactly where they are being directed, which can build trust.
Simplicity: Plain URLs can sometimes be more straightforward and less distracting than embedded links.
Spam Filters: Some spam filters are less likely to flag emails with plain URLs as spam, which can improve
deliverability.
Accessibility: Plain URLs can be easier for certain email clients and screen readers to interpret, making your emails more accessible.
When to Use Plain URLs?
Plain URLs are particularly useful in certain contexts: Transactional Emails: When sending
transactional emails like order confirmations, plain URLs can provide clear and direct access to necessary information.
Technical Audiences: For audiences who are more tech-savvy, plain URLs can be more appreciated and trusted.
Security-Conscious Recipients: In industries where security is paramount, plain URLs can reassure recipients about the email's legitimacy.
Best Practices for Using Plain URLs
To make the most out of plain URLs in your email marketing, consider the following best practices: Shorten URLs: Use a URL shortening service to make the URLs look cleaner and more manageable.
Trackable Links: Ensure that your plain URLs are trackable so you can measure the effectiveness of your emails.
Test Across Clients: Test your emails across different email clients to ensure the plain URLs display correctly.
Provide Context: Always provide context around the plain URL so recipients know what to expect when they click.
Potential Drawbacks
While plain URLs have their advantages, there are some potential drawbacks to consider: Less Aesthetic: Plain URLs can sometimes look less professional and clutter the email.
Click-Through Rates: Emails with plain URLs may experience lower
click-through rates compared to emails with embedded links.
Readability Issues: Long URLs can break or wrap awkwardly in the email, affecting readability.
Conclusion
Plain URLs can be an effective tool in your email marketing strategy when used appropriately. They offer transparency, simplicity, and can sometimes improve deliverability. However, it’s essential to balance their use with other types of links to maintain a professional and aesthetically pleasing email. By understanding when and how to use plain URLs, you can enhance your email marketing efforts and build greater trust with your recipients.