Links in unsolicited emails are a red flag.

In our current remote-working environment, email has become more important than ever. My own inbox has become increasingly the target of all kinds of “marketing” emails; people trying to sell me things I’m not sure I need, and insisting that they can solve all my problems.

(More on that topic in another post.)

One caught my eye today, though. Because of what I do, I’m pretty keen on what makes a good solution provider. In fact, I’ve toyed with the idea of starting a clearinghouse for customers to share their stories, both positive and not-so-much, about their buying experiences with various suppliers.

So, imagine my delight when I received an invitation to a survey to provide exactly that, from a firm I’ve never heard of.

Here’s the rub: in the email, there was a link: “Take the survey”. Now, I’m well aware of the dangers of malware and phishing, so I never, ever click on links in unsolicited emails.

But so many companies, many of whom should know better, do exactly that: they lob out emails to the wide world, inviting the recipient to “click here” to take surveys, to learn more, to whatever.

Probably not an effective strategy, in my opinion.

So, before you shoot out that email blast with “click here” links all over the place, take a moment to alert your intended recipient that you’re sending them an invitation, with links, so that they’ll be expecting it. Doing so takes more time, but makes your recipient feel as though you’re really interested in them.

As with any communication, the key is to understand your audience. It’s really worth the extra time, I promise.