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Use the Right Email Call to Action!

As I explained earlier this week, open rates are almost meaningless. Yeah it’s great to have a big percentage of your subscribers open the email. What really matters though, is if the people that DO open your emails click-through to you website/landing page. This is where the call to action comes in to play. You want your subscribers to perform a specific action. Here a few guidelines for optimizing these calls to action in order to get more subscribers to click on your offers.

1. Buttons, Not Images

This is very, very important. Imagesand graphics certainly work better on a webpage to entice actions such as purchases or sign-ups. However, in an email template, these images may not be the right tool. Even if you’ve applied a text call-to-action in the alt or title text behind the image, that small, perfunctory text may not be enough to get a user to click. We recommend that you avoid large image-based calls-to-action entirely and try out a button! These buttons make clear what your email wants them to do. Looking at the image below. it is extremely clear what the email wants you to do. The button jumps right out:

2. Minimize the Number of Email Calls-to-Action

With your Emails, it is better to focus in one specific deal or offer rather than many different ones. Having too many calls-to-action can overwhelm your customers and make them close the email. The email should be simple and guide the reader’s eyes to one (perhaps two at the max) call to action.

3. Keep it Simple

Over-complicating calls-to-action with too many words can cause you to lose appeal and results. You don’t want to make users or readers think too hard about what it is that you’re asking them to do. You want them to understand immediately where they are supposed to click or buy or join.. This is a place for you to use the most powerful, relatable and easily understood words and concepts to guide your readers or users to an action. Fewer words that mean more and that users quickly understand are they best way to write a call-to-action.

4. Make it Pop

You must ensure that your email calls-to-action stand out. Don’t hide it within a block of text. It would be a total waste of time if you designed a beautiful email, but no one did anything with it. While it’s great for you emails to be designed beautifully, make sure that the design is focused around getting your customers to click. In addition, make sure that your readers see your call to action as an obvious link. A great trick for text based links is to bold, underline and color the text blue. THIS LOOKS LIKE A LINK. Keep in mind, always, that your end goal is to drive clicks through performance and revenue-generating actions, not to win awards for email design.

About Bryan


Bryan is one of the founders of bMighty2 and is the COO. Along with being a huge advocate for small businesses his extensive background as a small business consultant gives him a unique insight into small businesses and their unique challenges and needs.

When not steering the ship here at bMighty2 you can find him out with his two daughters chasing them down a mountain either on a mountain bike or on skis.

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