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.