Marketing Sherpa (Note: per MS policy this link is live only until September 18th) released a new study on the text used in email links for newsletters. Bottom line, people don’t read, so don’t give them a link to “Read more”. They won’t. Makes sense to me.

What click link words should you use?

Here were the differences in clickthroughs:

o “Click to continue”: 8.53%
o “Continue to article”: 3.3%
o “Read more”: (-)1.8%

As always, test in your industry for vocabulary that is appropriate. Test using more informative words, like words that relate to the topic.