Anchor texts can be loosely defined as those words or phrases that are hyperlinked to lead to external web pages or websites. For example, the word ‘Services’ is called an anchor text if it is hyperlinked to the Services web page of the client you’re writing for. In newsletter, every click made on these anchor texts is recorded by the client. The purpose of the newsletter is to bring about a response in the reader in the form of a click-through. The success of a newsletter is often measured by the number of clicks that it generates. The more the number of clicks, the more opportunities your client gets to showcase his business and website to the newsletter readers.
It is your responsibility as a writer to get more clicks on the newsletter. In order to fulfill that, you’ve to learn the secrets of using anchor texts skillfully. Keep in mind that people are not interested in clicking through if they are not sure what benefit they will get by doing so. Very few readers are interested in the products and services that your client wants to sell. Most are reading your newsletter to find out how they can get better value for their money. The anchor texts must be planted on such words and phrases. For example, a hyperlink on ‘Features of Products’ will not get as many clicks as ‘Offers for You!’ Note how you have to condition the anchor text from the reader’s and consumer’s perspective for it to be clicked upon.
The location of the anchor texts within the framework of your newsletter is also important. Words that appear above the fold tend to get more clicks than those below the fold. In other words, anchor texts visible to the reader without scrolling down will surely get more clicks. The anchor texts that appear at the center of the newsletter are less likely to get clicks. Those at the bottom also generate a fair number of clicks. Now that you know where to put the more important anchor texts, construct your content accordingly. Give the reader what he’s reading your newsletter for up front. Ensure that all your anchor texts open in new tabs. You’d not want your readers to go away to an external web page without finishing your newsletter. Also, do not cramp up too many anchor texts together. Sprinkle them out evenly. That looks pleasing to the eyes of the reader.
Action words make excellent anchor texts. Plant your hyperlinks on active words and phrases instead of passive one. A link on ‘Subscribe Now’ will get more links than ‘Get Subscribed Now’. This is because action words call upon readers to respond in some way. It exhorts them into action. As a result, your anchor texts get clicks. Writers can align their sentences and syntax in a way that makes the newsletters more positive. A note of caution: the hyperlinks on anchor texts must be relevant. Do not link just for the sake of it. Readers deceived into clicking will not enjoy reading your newsletters. That is also counter-productive for you.