How to correctly issue a hyperlink in an email


Creating a hyperlink in an email newsletter, on a website or in a simple document is a seemingly simple task. You can write “Learn more” or “Read here” and everyone will understand that this is a link. Another thing is when the hyperlink is built based on the context, for example: “We have already discussed this with the founder of the company…”.

How to learn how to properly design hyperlinks in email and why the standard approach no longer works – we will talk about this in today’s article.

What are the options for hyperlinks

A hyperlink is not always a text message, it can also be designed as a button or even an image. And when you click on it, another page opens – in the case of a mailing, it can be, for example, a product catalog or a company’s landing page.

Take a look at the newsletter below – it contains both study buttons and images with links to programs. Even further down, you can find unsubscribe buttons and social media icons – these are also hyperlinks.

An example of a hyperlink in a newsletter

Users most often click on those hyperlinks that seem most interesting to them. Therefore, if they are marked as “Details” or other standard wording, they will most likely get lost and be missed by the eyes of the reader.

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Why you should avoid standard wording

To convey the main idea of ​​the content to the reader and lead them to the purpose of the newsletter, avoid the words “Here”, “In this article”, etc. There are two reasons for this – such hyperlinks can interfere with reading and cause misunderstanding. Why this is so – we will consider in more detail below.

Reason 1: Standard wording hinders reading

Practice shows that most users quickly go through the main content of the newsletter and cling to some anchors. They don’t have time to read every letter, they look at highlighted words, headings and hyperlinks.

Now let’s imagine that we launched a medium-sized newsletter and want to convey something important to the reader. It quickly moves through the main content, which is interrupted in places by links or “Learn more” buttons. Such a format does not convey any essence, but only confuses and does not lead the user to click on it in any way. Of course, there will be those who press, but there are noticeably fewer of them.

Here is one example of such mailing:

An example of a newsletter with a hyperlink

Please note that not all hyperlinks here are written in standard wording. There is one with more informative content – “Setting up the D’LINK DIR 320 wifi router”. This approach to writing hyperlinks looks “neat” – you don’t need to delve into the content of the text to decipher the button. It is immediately clear where and why it leads.

But if you look at the “here” link, you first need to read the entire text to determine its meaning. Yes, there are only a few lines, and you can quickly understand the whole point. But if there were 5 or more? In such cases, no one will delve into the context, but will simply pass by.

Cause 2: It is not clear where the hyperlink leads

Let’s continue the conversation about the button here, which, as we found out, is difficult to decipher without understanding the context. At the same time, without studying the material, it is impossible to understand exactly where it leads. Suddenly this is a link to a prohibited resource? Many users can be put off by this – they will simply ignore all such buttons in the newsletter.

From all of the above, you can come to a disappointing conclusion: you should take care of users, provide them with informative hyperlinks, with which you can immediately understand that a click will lead to a certain and safe place.

We create a hyperlink in the email that will be opened

Now let’s get into practice and look at the basic rules of building a hyperlink that sells.

Rule 1: Informativeness

Never once have we mentioned that the link should be informative, without boilerplate phrases. In such cases, it is clear where the button leads and what is hidden behind it. Sometimes the user does not go through it immediately, but it is remembered – after familiarizing himself with all the information, he returns to it.

A bad example

Our editors studied the needs of the residents of the “Vdaly” microdistrict – you can read about it here.

A good example

Our editors studied the needs of the residents of the “Udaly” microdistrict and wrote about it in the seventh edition of the magazine “Microdistrict of the Month”.

Rule 2: Brevity

Users don’t like to read a lot, and even hyperlinks with a few words can seem overwhelming. It is known that many people study information in the form of the letter F.

Nielsen Norman Group content study

First of all, users scan the page for highlighted words and headings. They study the introduction and then quickly run through the entire mailing from left to right. As things progress, they begin to cling to the anchor – hyperlinks and other elements. In this way, an area similar to the letter F is formed. The less text is presented to the user, the more likely it is that he will fully grasp its essence and finish reading.

The same works with hyperlinks – the shorter they are, the better they are perceived. Yes, it is not always possible to achieve maximum brevity, but try to minimize it as much as possible.

A bad example

Our company released a limited series of self-driving cars with a unique design for lovers of drive and speed.

A good example

Our company released a limited series of self-driving cars with a unique design for lovers of drive and speed.

Read also

How to set up mailing in Cheapsender

How to compose a text for email distribution

Rule 3: Color

Try not to use the default hyperlink color – blue. This option is most suitable for ordinary articles, but in newsletters it can “break” the entire color harmony. It is best to use an accent color that illustrates your company or is contained in the brand book.

Take a look at the example below, where the hyperlinks are in green, which works well with the overall design.

What color to highlight hyperlinks

Sometimes hyperlinks are used without color at all – and that’s okay too. It all depends on the mailing and its presentation.

Rule 4: Uniqueness

In this case, it is not about global uniqueness, but about local. If you have several identical hyperlinks in your newsletter, it will confuse the user. Imagine that there are several paragraphs and they all have the same button – at a glance, they all seem to lead to the same place. As a result, the user will study only one hyperlink or hesitate to click on them.

If it is not possible to do otherwise, then it is better to get rid of such links. In the example below, there is a news feed that has a “More” button that is duplicated several times. There is no point in it – it only takes up space and adds dirt. The user will be able to read in more detail if he clicks on the title of the article.

How not to create a hyperlink in an email

Here’s a good example of what such a hyperlink might look like:

How to make a hyperlink in an email

Rule 5: File format

Sometimes it happens that the link leads not to a page, but to a file, for example, in PDF format. This can be useful to show a restaurant menu or demonstrate how a particular service works. In this case, it is better to immediately warn the user that he will proceed to download the file.

You can do this with a simple postscript in parentheses. You can also add information about the size of the file so that it is immediately clear how much it weighs.

A bad example

The restaurant has more than 30 dishes of Asian cuisine – you can get acquainted with the entire assortment in our restaurant menu.

A good example

The restaurant has more than 30 dishes of Asian cuisine – you can get acquainted with the entire assortment in our restaurant menu (PDF, 2 MB).



Creating the right hyperlink in an email is an important task. Try to follow these tips:

  1. Avoid standard wording and think everything through so that the user immediately understands where the link will lead and what he will get from it.
  2. Do not fill the entire text with hyperlinks, otherwise it will be difficult for users to understand it and they will prefer to close the newsletter.
  3. The same applies to the length of the link – it is better to allocate 1-2 words for it.
  4. Format the hyperlink according to the company’s brand book.
  5. If the link does not lead to a page, but to a file, it is better to tell about it.

And be sure to check where the link in the letter leads. A beaten hyperlink is much worse than a “Learn More” format button.

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