Stale Links Don’t Help Nobody

So I remembered this article I got in a newsletter, so I looked through my email archives to find it, and then it included a teaser paragraph and a “Click to read more” link, so I clicked, and….

The Internet's dead end

The email links to the email service provider, not the actual link destination, to provide clickthrough metrics and measurements. When the email arrived in my inbox, this link redirected to the target, but now it redirects nowhere.

You might want to ask your email provider whether its links expire and consider whether the thing you’re emailing might be relevant beyond that time. With certain time-delimited offers, this isn’t a bad thing. But if you’re trying to drive traffic to your Web site generally or hope your featured whitepaper will get prospects now and in the future, it might behoove you to find an email provider whose links don’t.

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