Action links are a key engagement marketing feature - they trigger events initiated by clicking any designated link in an email. Action links can automatically update the Interests of a contact, change their subscription level, or subscribe or unsubscribe them to any auto responders. They can perform multiple actions with a single click, and can send the visitor to any page of your choice once clicked.
Any link within any message (campaign or auto responder) can be tagged as an Action Link and they're easily configured within the message editor. The action takes place in the background and is invisible to contacts - they are instantly taken to the page where the link points- the same as any normal link.
Using Action Links
Here are some common uses of action links:
Double opt in
A contact fills out a form to sign up for a newsletter and you want to confirm the email address they're using. You can send an auto responder message with an 'action link' to confirm the signup, and when the action link is clicked the contact's subscription status is updated to 'subscribed confirmed'.
Update Interests for Content Customization
You send an email message that features several links to different sections of your website. Each link is created using Action Links to update interests related to the parts of the website the links point, and the recipient's contact record is automatically updated when they click the links. In future newsletters, you use dynamic content to include information for those with particular interests selected.
Change Auto Responders
Let's say you have a form that triggers an auto responder when someone downloads a white paper about your product. The auto responder promotes a free trial, online demo, or other incentive over the course of seven emails. Once a contact expresses interest in your your offer by clicking the link, the Action Link automatically unsubscribe the first auto responder and subscribes them to another auto responder.
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