It happens more than anyone admits: the email goes out and the main button points at a page that's gone. The store moved its shop page months ago, the old address came along with a copied template, and nobody clicked it before the send.
We've seen it on a peptide store: several campaigns went out with the main button pointing at the store platform's default shop address, which on that store was a page-not-found. The real shop page lived somewhere else. Every click on those buttons landed on an error page.
Why it happens
- Templates get copied, and their links come with them.
- Store platforms have default addresses, like /shop/, that a store may not use.
- Pages get renamed and products get retired, and links saved in old designs don't update.
The fix
- Take links from the store, not from memory. Your real shop page address is in your store settings.
- Click every link in a test send, on your phone, before the real one goes.
- Better, have the platform check them. TellySend checks every link a recipient can click before a campaign sends, and won't send if one leads to a page-not-found.
- If a bad link already went out, redirect the dead address to the right page on your site. That fixes it in every inbox that already has the email.
A link is part of the offer, like the price or the code. Check it like one.