Email marketing best practice: hyperlink your logo

I've been reviewing some marketing emails that I received recently from small and medium sized companies. I noticed that some did not hyperlink their company logo, in the header banner, to their website.

See Dotmailer's header image below from a recent email. Their logo was hyperlinked to their homepage. 

Dotmailer header image.PNG

As I've always read this is best practice, I decided to check if this advice is still being followed by big brands and companies in the email marketing industry.

With the exception of Google AdWords, the emails I checked all hyperlinked their logo to their homepage. (Instead the Google AdWords email directed users to a sign in link.)

You might argue, "but I never click on the logo" or "well, if I wanted to contact the company, I'd just reply to the email". 


Here's some reasons to hyperlink your logo to your website

1. Usability

Most companies do it, so users have become accustomed to being able to click from a logo to a company's homepage. It may frustrate users if they can't click on your logo. It may not be something you do, but email analytics show that lots of users do click on the logo. 

2. A reminder of who you are

As mentioned above, you might argue, they can just reply to your email. That's true, but what if they cannot remember how they even got on your mailing list? Providing a link to your homepage will enable them to quickly remind themselves of who your are and the services you offer.

3. Sender reputation

Hyperlinking your logo to your homepage is an easy way to get click-throughs. As mentioned above, users have grown to expect to be able to click on a company logo within an email. Therefore by just hyperlinking the logo you will get some click-throughs. 

Why is this important? Well not only should click-throughs be the objective of every email, but click-through rates also affect your sender reputation. (See Dotmailer's advice on how reputation is calculated.) A poor sender reputation will result in your emails not reaching their intended recipients.