When crafting an email, focus on the one thing you want that email to accomplish for you. Are you taking people to a blog post? Are you promoting an event and want registrations?
What’s the ONE THING you want people to do when they open that email? And, if they don’t do that, what’s the second-best thing you want them to do? Two choices – two links, both focused on advancing the conversation and building the relationship with each of the perfect potential customers on your list.
Here’s your rule of thumb: try to keep links in emails to three or fewer. If you absolutely have to, you could go to five links, but no more than five, ever.