Having a button (call-to-action) in your email campaign allows for reporting on what people want to know about your organization.
Best practice in email marketing is to provide a teaser in your email campaign and then a button where the viewer may click to read more. There are numerous reasons that it is best to have a button (or link) but, most of all, having a call-to-action allows for identifying what content people find interesting in a campaign. Without a hyperlink it’s possible to see who opened a campaign but not is recipients found the content interesting or useful.
- In each email campaign add a button where the recipient may read more about the topic.
Note: Mailchimp make it very simple to add a prominent call-to-action; use the Button content block in the campaign builder.