[epub] Re Clickability of Ezine Links

[drmani@xxxxxxxx]

Hi all.

Interesting responses to my question about the importance
of link clickability in ezines.

This post is a little long (I can hear the old timers on
the list groaning "Not again, Mani" - so I'll reassure you
this won't be as long as my posts were in 1996 !!! <g>)

All replies to my query discussed AROUND the actual crux which
is - Is there any HARD DATA on the value of link CLICKABILITY
in ezines ?

Jan T-D writes:

> I know for a fact that some 
> are just too lazy to copy and paste/open another browser 
> to go see a web page. 

I agree absolutely.  But these people are too lazy to visit
a link in an ezine they read offline as well.  Again, I don't
think there is any data on how many people read entire ezines
online vs. off - just personal opinions.

Tombo says:

> Without links you may as well shut your ezine down.

Again, I'm in perfect agreement.  Links are essential in ezines.
But do they have to be clickable?

> People are lazy. You have to lead 
> them. Not having clickable links is a drastic mistake. 

I'm not arguing with this, just seeking any data to support
the stance.  I'm perfectly willing to try and make all my
ezine links clickable on all email programs - IF I know,
for a fact, that it is a big deal for readers.

Ravi Jayagopal wrote:

> It would be hard for me to even imagine a web (or a newsletter) without 
> hyperlinks. 

I believe in distinguishing an ezine (which is an emailed newsletter)
from a Webzine (which is a Web-based newsletter).

The Web and ezines are distinctly different information modes.  A Web 
without links would be unimaginable. An ezine without clickable links 
isn't hard to imagine - because, until recently, none of my ezines were.

> Q: Were they clicked on or directly cut and paste into the browser? 
> A: Can't say (as far as I know), mainly because both of them accomplish the 
> same thing

Exactly the reason for my question - in my 6 and half years as
ezine publisher and author of ebooks, articles and tutorials on
ezine publishing, I haven't come across hard data to verify 
this fact.  Which is why I'm not as excited about clickable
links in ezines as I might otherwise be.

> A newsletter without links is like trying to work your computer without a 
> mouse. 

Agree absolutely.  My query was *only* about links having to be
CLICKABLE.  How important - or otherwise - is the issue? I don't
know, and am seeking wisdom from this list with ezine publishers
with more experience and readership than I.

Maya Rao writes:

> I read ezines offline and frequently click on links provided for more 
> information. If I had to cut/paste or write the URL down, I 
> probably would not act on the link at all. 

Interesting.  I'm just curious about why you feel that way.

Presumably you are interested or intrigued by a link enough
to want to visit it the next time you go online.  Is there
any particular reason why you prefer clicking on the link
directly, instead of doing a cut-and-paste from a text file?

I receive around 75 ezines.  By saving interesting links in
a separate text file, I don't have to save the entire ezine
issue - so I delete it after reading it.

> The beauty of HTML is ezines that all you need to say click here and the 
> reader does not get to see the long often messy URLs. 

As an e-marketer, to me this is perhaps the most convincing point
about links in ezines being clickable.  The long, messy affiliate
links or tracking code doesn't have to be visible to readers.

Mark Brownlow writes:

> I've no data, but just the observation that the harder you make it for 
> people to visit a URL, the less people will do so. 

Good to see you post regularly on the list again, Mark.
And to hear that you're working on a new e-book that will
surely be of interest to this list's readers.  Put me down
for a copy when its ready :)

Your point is well taken.  It is a *little* more difficult
to cut-and-paste as against clicking on links directly, but
not very.  Hard to quantitate the benefit-loss relationship
in terms of *effectiveness* of the clickable ezine link in 
question, isn't it?  Particularly given that not everyone
seems to be able to get links display in clickable format
across all email clients.

> Another problem with cut and paste is that people may selectively cut and 
> paste. Meaning they may leave off referral information, for example. Which 
> in turn means your tracking gets skewed, or your advertiser doesn't credit 
> you with the clickthrough, or you receive no affiliate referral fee.

Powerful argument, if you're using your ezine as a money-spinner
from affiliate programs and the sort !

Thanks everyone for some insight into the issue.  I'll still
keep looking for the data that'll finally convince me to
go through the extra trouble to make ezine links clickable !

Cheers

Dr.Mani

Ezine Launch - the ebook primer on ezine publishing
http://www.EzineLaunch.com


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