Test the links in of email marketing messages

It is embarrassingly simple. But still I often get email marketing messages that make me click, but the click takes me nowhere. Sometimes a '404 error' comes up, or a redirect to the home page.

This is not what you want! Make sure the links in your email marketing campaigns and in your newsletters work. Test them routinely and religiously, test them again, and let somebody else test them, too. If the links don't work, your call to action leads recipients nowhere, and the success of your campaign or newsletter turns into failure quickly.