Every email you send has one job: get the right person to click the right link. Yet links are where a lot of email marketing quietly leaks results — untracked, unbranded, or flagged by spam filters. Here's how to get email links right.
Track every link with UTMs
Without UTM tags, all your email traffic looks the same in analytics. Add UTM parameters (source = newsletter, medium = email, campaign = the send name) so you can see which emails and which links drove visits and sales. Build them once with the UTM builder and reuse the convention.
Shorten and brand your links
A raw UTM link is 150+ ugly characters. Shorten it into a clean, branded link so it looks trustworthy and doesn't wrap awkwardly. Branded links on your own domain also reassure subscribers the link is really from you.
Protect deliverability
- Don't over-link — a wall of links looks spammy to filters and readers.
- Match link text to destination — misleading anchors hurt trust and inbox placement.
- Warm, consistent domains — use a recognizable branded domain, not a random shortener that spam filters distrust.
- Test before sending — click every link in a test email.
Write links people actually click
- Use clear, benefit-led anchor text and buttons ("Get my discount," not "click here").
- Have one primary CTA per email; repeat it, don't multiply it.
- Put the main link above the fold and again near the end.
- Make buttons big and tappable on mobile.
Use editable links so a mistake isn't fatal
Sent an email with a broken or outdated link? If it's a dynamic short link, you can re-point it after sending — the email keeps working. That safety net alone is worth using a proper link tool.
Read the results
After each send, compare clicks per link and per campaign. Your email platform shows opens and clicks; pairing it with link-level analytics (devices, locations, referrers) gives you the full picture. Learn more in how to track a marketing campaign.
Bring it together
lynkily gives you short links, the UTM builder, branded domains and analytics in one affordable platform — free to start, paid from $5/month. Perfect for making every newsletter measurable.
