Target Blank: A smart choice for your email links?

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If you're developing an email marketing strategy or working on your website's user experience, you've surely come across this HTML tag: target="_blank". Well known to developers, this tag is used to open hyperlinks in a new tab. For some, this function seems obvious: it keeps visitors on the original page while giving them the opportunity to consult additional content. But is it really beneficial in the context of your email campaigns? What about user experience and security? In this article, we'll look at the pros and

What is target blank?
The tag target="option you can add to a link . It instructs the browser to USA Electricians Email List open the link in a new window instead of loading the page in the current tab. This method, which is very common on news websites, blogs, and online stores, is also often used in email or SMS marketing campaigns.

Wondering why a link should open in a new tab? The idea is simple: By keeping the source page open, you reduce the risk of the user leaving the website without returning. This is a particularly useful option for external links. However, this functionality isn't suitable for all marketing strategies.

The advantages oftarget="_blank"
Improve engagement without losing the original page
Using links target="_blank"allows users to consult additional content without losing track of what they're currently reading. This can be very beneficial for internal pages of your website, especially for people who struggle with more complex navigation structures. They can be guided by supplementary links while easily staying on the path of their original journey.

Limit bounce rate
One of the metrics marketers strive to improve is the bounce rate . Keeping the original page in a tab reduces the risk of the user leaving and never returning. This encourages longer session durations and can indirectly increase conversion rates.

Redirect to external content without loss
If a link points to an external resource, such as a partner or additional information source, using it can target="_blank"improve the user experience. Visitors won't permanently leave your site because of the external link—a significant consideration for high-value websites.



Disadvantages of target blank
Loss of user control
Although target="_blank"it seems practical at first glance, some users are skeptical. Indeed, forcing a new tab can sometimes be perceived as an intrusion and annoying for those who want to maintain control over their navigation. Yes, not everyone wants to open a new tab for every link!

Impact on accessibility
Accessibility is a crucial issue, especially if you're targeting a broad audience. Using it target="_blank"can be confusing, especially for people using assistive technology like screen readers. These users don't expect a link to open a new window, which can be distracting and complicate navigation.

Security issues
Opening a link in a new tab may seem trivial, but it can pose security problems. By default, when a link target="_blank"is opened with , the new page has the option to use the window.opener mechanism to interact with the originating page. This opens the door to malicious practices like data theft or phishing . Fortunately, there is a solution: the attribute rel="noopener noreferrer", which avoids this risk, but you must remember to add it systematically.