Better than linking
That’s why, when a company I do business with emails me a link to a great offer, I don’t click it. I log on to the company’s website and look for the offer there.
If the marketer is smart, the offer will be featured prominently on the home page. If the marketer is less smart, I may have to search for it. If I can’t find the offer, it’s possible that I’m dealing with an incompetent marketer, but it’s more likely that I just dodged a phishing bullet.
Which brings me to this suggestion for marketers:
When you email your customers an offer, go ahead and provide a link so don’t lose lazier customers. But for security-minded customers who won’t mind an extra step or two, also provide prominent, easy-to-follow instructions for finding the offer on your website. And briefly explain why going that route is a good safety practice.
You’ll be educating customers on Internet safety, which is a valuable service. And you might just protect a customer or two from the next virus or hacker.