What are anchors? I'll give you a hint; I'm not talking about the object that holds a boat in a steady position in the water. I am referring to anchors that are placed in an email or on a web page. Anchors are intangible navigational functions that conveniently direct your audience to a specific location in an email or on a web page. An anchor link does away with the manual scrolling you would normally have to do in order to navigate further down an email or a web page.
Anchor functionality is commonly referred to as anchor tags, anchor links (internal or external/outside) or anchor elements. If your web page uses anchor tags, make the most out of their functionality by linking to them in a ClickDimensions email. Using outside anchor links in an email is an easy process and you can use them to measure the popularity of your email links and see which content on your web page is more appealing to your audience.
Ready to learn more about anchors? In this post, I will answer some common questions about anchors and explain the difference between anchor link types, show how to insert them into an email template, and illustrate how you can create a CRM personal view and chart to evaluate the success of your email campaign.
What is the difference between outside and inside anchor links?
When you place a unique URL in an email template and you want recipients to navigate to an exact place on a web page instead of the default top of the page, you would do this using an outside anchor link. This is what a URL with an outside anchor looks like: http://help.clickdimensions.com/clickdimensions-academy/#CD201. In this case, the anchor is "#CD201."
If you want recipients to automatically move to a specific place within the email itself by clicking on a link, you would use an internal anchor link. See this blog post if you're interested in using internal anchor links to create a table of contents for your email.
Does my web page use anchors? How do I know or find out?
Anchors are coded into a web page when the page is designed by a web developer. If you were to view the source of a particular web page (by right clicking on the page) and see this type of tag <a name="title of the section"></a>, that is an anchor tag and your web page has anchors. As an example, for our #CD201 anchor, the code in the web page looks like this: <a name="CD201"></a>. With those anchor tags, you are able to link to those specific web page sections using outside anchor links in your email.
How do I get anchors?
If you do not have anchors in your web page, you can ask your web developer to create them for you. This will enable you to link to them in emails and give your recipients a more convenient email experience.
How do I add anchor links to my email templates?
Using our ClickDimensions Academy CD201 example from above, this is how the #CD201 anchor link is inserted into the ClickDimensions Drag and Drop email template editor using the Link button:
You will notice there are extra characters/code in the URL in addition to the main link: http://help.clickdimensions.com/clickdimensions-academy/#CD201.
For outside anchor links in all of our template editors, you need to use the method explained here to insert those links into the template so the email will send and the links will be tracked correctly. This is what the full link in the screenshot above looks like in its entirety:
Once the email is received, if you click on the "ClickDimensions CD201 Training Session" link in the email:
It will take you here on the ClickDimensions Academy web page:
How can I see the performance of my email links?
Once you have sent a ClickDimensions email with outside anchor links, you can create a CRM personal view and CRM chart using an advanced find query that allows you to see the performance of your anchor links. It can show you which topics/sections of your email and web page were navigated to the most in the email you sent out.
This is the CRM advanced find criteria you will query to create your view:
In my email, I used six anchor links, so I used those in the query. I'm telling the advanced find to look for all six anchors that are on the six URLs in the particular email send, look for email events that are a click type, and make sure the status of the email events is active. With the advanced find set up to look for email events, that means my personal view called "Outside Anchor Link Performance" will reside in Marketing > Email Events > My Views > Outside Anchor Link Performance once the view has been saved.
To create the chart in CRM, I made the chart pane visible in the view first by right clicking, then clicking Expand and the New button:
Here is the chart criteria I used:
The personal view and chart then look like this together with the specific click email events on the left and the chart I created on the right:
Or you can expand the chart across the whole view to see the full anchor links and the corresponding clicks on them:
Please note: Views and charts are native CRM functions and not ClickDimensions entities. If assistance is needed in setting these up, it is best to reach out to a CRM admin or CRM partner.
Written by Marissa Clontz, ClickDimensions Marketing Success Manager