Our communication department recently asked us (the security team) a question. They send out a lot of mail, especially mails like 'your password is set to expire' are hot topics here. The question was: Should we write out the links? We have 'domain.com/passwordreset'. Should we add 'www'? Should we add 'https'? Should we just make it a link of text 'Click here'?
I checked some email I personally got from banks and noticed that it is usually a string that then contains a link, but those companies do that because they want to track who clicks the links and the links are thus really long. The URLs our communication department is trying to communicate are short URLs that they would love for people to remember outside of the email as well.
I looked around, but could not find any practical experience with this online. So my question is: What would be the 'best' option and why?