So your links are on the correct device and in the optimal position in your email but, for some reason, you still aren’t quite getting the response you want to see. Could it be that financial emails are often lengthy or that financial professionals tend to click links as opposed to images? Regardless of the reason, if your links don’t have the right style you may consistently be under-performing and missing out on countless valuable opportunities. Consider the following your definitive link style guide where you will get the information you need to give your links the makeover they so desperately need.

Big results come in small packages


Overall, as long as it isn’t too large, the size of your link does not have a huge impact on your click rate. Even though it seems like it would stand to reason that a large, easily clickable link would perform better than a tiny link, we have found the larger the link’s font, the poorer the performance. Usually the “small” font is just the standard size of the body copy of your emails, so you shouldn’t have much to worry about. This implies that the most common text links are links embedded within the context of your existing content. Like this one.

Small is one thing, but tiny…


When compared to text links, image links have an almost equal and opposite rule that applies. As long as your image link isn’t too tiny, all sizes perform at roughly the same click rate. It certainly makes sense an image will be clicked less (or tapped less if on a mobile device) if it’s too small for readers to even realize it’s a link but, as demonstrated by the graph in our mobile vs. desktop link article, tiny images actually perform best on mobile devices. Just for reference, this is a 50×50 pixel (tiny) image:


Additionally, if they simply appear to be decoration, image links will get lost in the email so, using this as a guide, make sure the image links you are including are pronounced and readers are clear on where they are linking to.

Redder is Better

ES8 click rates vs. link colour

As you can tell by the graph, choosing the color of your image links has a much larger impact on click rate than text links. Regardless, across the board red won out as the most clicked link color. You could honestly go so deep into the possible reason for this trend that it literally spans back to when primates developed trichromatic vision and the ability to see red for the first time as an evolutionary advantage. But we will resist the urge and just settle for the reason being that red is a color which inherently elicits action. Whether it’s a stop sign, corrections on an essay, or a fast food sign, red evokes some kind of subconscious action or another so it makes sense your call to action would also be red.

It is this same response which results in the opposite reaction to blue links. Blue has a calming response on people so it seemingly evokes a reaction of “I’ll get to it later” from readers. This is also why many financial institutions have blue in their logo; its calming, and reassuring as opposed to the alarming, energizing response you get from a red logo.

To prove my point, did you click the link in the previous paragraph? I’m willing to bet you didn’t since it was blue. If not, go ahead and click it now. We’ll wait…

Now that we’ve effectively tricked you and gained your respect, here is the very interesting article the above link would have linked to about the relationship between humans and colors.

One font to rule them all

ES9 link click rates vs. font

This one surprised us, to be honest. In terms of common usage, Arial is by far the most commonly used font in email campaigns but, as you can plainly see, Verdana garners the most clicks by far. The most interesting part is Verdana and Arial look almost identical to one another. So much so, in fact, in the last sentence we used each font with their corresponding name and you probably didn’t even notice. There are no doubt far more important factors which come into play when a link is being clicked than simply the font, however the numbers clearly show Verdana is the favorite by a wide margin.

Take away

  • When it comes to text links, think small (AKA body copy)
  • When it comes to image links, think big (for desktop, at least)
  • Loud, “active” colors work best for both image and text links
  • Veranda is the font of action, apparently

Find out more about the intricacies of email anatomy from the following articles: