When the anchor becomes afloat
Anchor links, popularly known as bookmarks, bring the reader to a particular story in a mailing. Usually contained in Table of Content areas or quicklinks, anchor links are a great way to sort out long content. Unfortunately, it’s not supported in all major email clients. Below is a chart of which email clients support anchor links in each of its variations (name, id, and #top).
So if your subscribers aren’t using Outlook 2003, Yahoo Mail, or Thunderbird (Firefox’s desktop email client), what should you do? Like it or not, perhaps the answer lies in your content. The idea behind Table of Contents areas and anchor links is to filter through long ropes of content and stories.
The key word here is long. In the age of mobile and responsive design, vertical space is a limited resource. The more a mailing can be consolidated and get to the point, the better. The concepts of bookmarks are very much intended for newsletters, which is becoming more of a thing of the past. So instead of resisting the change, by creating multiple variations of anchor tags, focus more on your content. Your readers will thank you for it.