What makes someone click the call to action (CTA) in your email? Maybe it's the time of day, their mood, weather. Maybe their finger twitched and hit the mouse.
Whatever the weather or time of day, you can boost the chances of getting your CTA getting clicked.
As I mentioned in my post, “Get More Clicks on Your Email’s Call to Action: Advice From the Frontlines at MarketingProfs,” you need to make it easy and obvious for readers to know where to click and what they will get.
Let’s check out three examples of emails that got it right.
The above example is about as close to a perfect email as I’ve seen (based on both personal preference and proven performance). Let’s dig a little deeper...
- Falls under the "50 characters or fewer" rule
- Tells you exactly what you are getting
- Mirrors the opening of the email content, keeping it fresh in your mind
- Short, concise, and neatly organized
- Small image to the right reinforces the download
- Offers three CTAs to grab your attention wherever you look
CTA#1 (This CTA pulled 50% of the clicks.)
- Falls right below what you were just reading
- Contrasting color
- Is bolded, so it stands out
- Explains exactly what will happen when you click
- Arguably the most important CTA and location
CTA#2 (This CTA pulled 41% of the clicks.)
- Image-based for folks who just skim and prefer pictures
- Proportionate to the copy of the email
- Catches your eye (if you have images enabled) with a positive thumbs-up symbol
- Lets you know exactly what will happen upon clicking
- Reiterates the subject line with another reminder of why you opened the email in the first place
- Very important CTA (The email client settings, however, can cause you to miss some clicks.)
CTA#3 (This CTA pulled 8% of the clicks.)
- Smaller than the recommended 12-pt font but still works
- The word complimentary at the top of the email keeps folks reading
- A third location for your CTA
- Not as effective as examples #1 and #2, but adds another entry point for clicks
All in all, this email is an ideal example of how to present your offer---and reap the rewards.
Below are two more good examples of solid email design, which produce clicks.
Promoting a how-to guide, the above example demonstrates a lot of the qualities I mentioned previously. Image CTAs are complemented by text CTAs. Recipients have several options of where to click. Again, this example is to the point, uses short descriptors, and tells you exactly what you are getting. Well done!
Example #3 uses the multiple CTA approach differently. Its three CTAs for each advertiser allow multiple opportunities for a click. Other excellent features are the use of a topic heading and divider lines showing separation and uniqueness. And each offer has a short, concise title with a brief description. You can easily determine what you are getting and how to download it. This email is organized, to the point, and easily navigated.
I hope you’ve enjoyed these examples, and I look forward to my next post---examples of not-so-perfect CTAs.
(Photo courtesy of Bigstock: Young Couple)