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Links in your emails are great. But most people want to know at a glance where their mouse click will take them. Or they resist. While you may want to use an embedded link (for example, “Click here for a money saving coupon”), be sure to always provide the full URL too.

Also, Research by business analyst firm Jupiter Research suggests that text links are more effective than linked images in getting the click. If you currently use linked images, consider adding text links to your message. It just may make the difference in your campaigns.