That is the question today…
One interesting fact about the era we live in is how quickly the names of computer functions become verbs.
A point illustrated by my 7-year-old the other day when she misspoke and blurted out “Wait! I need to backspace that” before correcting herself.
So in an attempt to remain cool in her eyes (although I’m reserving the right to make Dad jokes), we’re going to examine a question I got from a client about whether ‘tis nobler to ‘hyperlink’ your links vs. not hyperlinking.
If it’s not clear to you yet what I mean, here’s a conveniently self-promoting example.
A hyperlink would be if I were to ask you to:
Get Your Copy Of My Super-Cool, Outrageously Awesome Book Here.
(Which, ironically, is about selling with email by not using hype. Ahem…)
VS.
Simply dropping in the real URL address, like so:
Conventional wisdom would say that if you make your link a benefit-laden call-to-action, as in Get your free thingamajigger here, or Get the program at 96% off, or Double your sales with email, you’ve got a better shot at compelling the reader to take action.
Still others would argue that a plain old URL stands out.
It’s not congruent with the text of your email, and therefore weird or ugly or whatever other differentiating quality you’d like to ascribe to it.
Also, it’s possible that displaying the actual URL is reassuring.
If people know where you’re taking them, they might be more inclined to click.
However, IMHBMO (in my humble-but-muscular opinion) the point is somewhat moot.
It’s been my experience that once you’ve built trust with your list, neither one significantly affects clickthroughs.
See, if you have a healthy relationship with your list…and you have offers they want…you don’t need any fancy ‘tricks’. They are clicking because you’re the one asking. And part of building that relationship is consistently making sure what they see when they do click is what your email promises.
(That’s why I tend to lean toward not hyperlinking.)
Anyway, take such musings for what they’re worth.
If you’d like my help with an email campaign or sales letter, follow the yellow brick road below and add yourself to my email list to be notified when a client spot opens up:
https://conorkelly.com/from-leading-copywriter-conor-kelly/
Happy Linking,
Conor Kelly