Don’t Make Your Readers Scroll
You work really hard to get a reader to open an email: you think of the perfect offer, the perfect subject line, and with the best of luck, your subscriber opens your email. Don’t risk losing them once they open your email by making them scroll to find the information that interests them.
If your emails are jam-packed with information and tend to be a bit long (maybe you only send once monthly or you just have a lot of information to communicate) you might want to consider using anchor tags. Anchor tags allow your readers to jump right to the information they want to read and skip the information of less interest to them.
You can implement anchor tags in many ways. You can use them as a sort of a table of contents for an email newsletter. If you send out a newsletter comprised of regular features (such as a Tip of the Month, Calendar, etc.), you can create a newsletter “highlights” box with anchor tags linking to the articles for each of the features. Or, if you write an introductory paragraph in your emails, you could mention the features of the current issue and use anchor tags to link directly to the content further down in the email.
Whatever you do, remember the purpose of anchor tags is to provide readers with a quick way to link to the content further down the page. They should be short and appear above the fold—remember, you’re trying to cut down on the need to scroll.