When it comes to email marketing, every click counts. Anchor links — also known as jump links — can be a powerful tool to guide readers to specific sections of a long email newsletter or even to particular areas of your website. But do they actually work in email, and how can you use them effectively
Let’s break it down.
What Are Anchor Links?
Anchor links are hyperlinks that direct users to a specific part of a page rather than just opening the top. In web pages, they’re often used to jump to sections within a single page. For example:
- Clicking a link at the top of a newsletter that says “Read More About Our New Products” could take the reader directly to the product section further down.
In email newsletters, the concept is similar: clicking an anchor link can take the user to a designated section of the same email.
Do Anchor Links Work in Emails?
The short answer: it depends on the email client.
- Supported: Most desktop clients like Apple Mail, Outlook for Mac, and Thunderbird generally support anchor links.
- Limited or No Support: Many web-based clients such as Gmail, Outlook.com, and Yahoo Mail do not reliably support them. On these platforms, the link may either do nothing or scroll to the top of the email.
Because of this inconsistency, anchor links in emails should be used carefully.
Best Practices for Using Anchor Links in Emails
If you decide to use anchor links, here’s how to make them more effective:
- Test Across Multiple Clients
Always preview and test your email on different devices and email services to see how the anchor links behave. Tools like Litmus or Email on Acid can help simulate various inboxes. - Provide Alternative Navigation
Because not all email clients support anchor links, consider including a full-text navigation or multiple calls-to-action (CTAs) so users can reach key sections even if the anchor link doesn’t work. - Keep Your Email Mobile-Friendly
Mobile devices often scroll differently than desktops, and anchor links may behave unpredictably. Ensure your email layout is clean and sections are easy to scroll through naturally. - Use Anchor Links for Web Pages Instead
Instead of linking within the email itself, link to a web version of your newsletter with anchor links. This guarantees that your audience can jump to sections regardless of their email client. - Short, Clear Labels
Anchor link text should be concise and descriptive. Phrases like “See Our Latest Offers” or “Jump to Tips Section” tell readers exactly what they’ll get when they click.
Alternative Approaches
Given the inconsistent support for anchor links in emails, you may consider these alternatives:
- Table of Contents with Links to Web Version – Create a short preview or “top stories” section at the beginning of the email that links to the full web-hosted version of your newsletter.
- Segmented Content Blocks – Design your email with clear headings and visual separators so readers can scroll easily to the section they’re interested in.
- Clickable Buttons for Key Actions – Direct users to your website, landing pages, or product sections with prominent CTAs instead of relying on in-email anchor links.
Final Thoughts
Anchor links in email newsletters can work, but their effectiveness is limited by the email client your audience uses. For reliable results, focus on testing, providing alternative navigation, and linking to web versions where anchors are fully supported.
At Email Blaster, we make it easy to design structured, engaging newsletters with clear navigation and CTAs that perform well across all devices and clients. While anchor links might be a nice-to-have, smart layout and tested links are what truly drive engagement.
