What’s the ideal link placement (top vs bottom)?

Link placement affects click rates and how filters evaluate your message.

Generally effective placements:

Within the value proposition: Link supports the main point you're making

After establishing context: Recipient understands why they'd click

As natural conversation: Flows from the message content

Placements to avoid:

First sentence: Looks like spam, no context for clicking

Multiple links stacked together: Triggers promotional content detection

Unsubscribe area only: If your only link is unsubscribe, that sends a signal

Contextual considerations:

Initial cold emails often work without any body links (just signature)

Follow-ups can include more links as relationship develops

Link should answer question recipient would naturally have

Testing approach:

A/B test different placements

Monitor both click rates and deliverability

Consider whether link is even necessary

Sometimes no link performs better (invite reply instead)

The best link placement is one that serves the recipient's interest, not just your tracking needs.