The article highlights the significance of effective call-to-action (CTA) design in email marketing. It emphasizes that email remains a highly effective tool in the digital marketing arsenal, with the potential for excellent return on investment. Data from the Econsultancy Email Marketing Census 2014 reveals that 68% of companies rate email as ‘good’ or ‘excellent’ for ROI.
Key points about CTA design in email marketing include:
- Focus on One or Two CTAs: To prevent confusion and maintain recipient focus, emails should ideally contain only one or two clear and relevant CTAs. A case study from Whirlpool demonstrates that reducing CTAs from four to one resulted in a 42% increase in clicks.
- Make CTAs Stand Out: Effective CTAs should grab the user’s attention and stand out from the rest of the email. Consider ample space around the CTA and avoid positioning it amid blocks of text.
- Write Short, Persuasive Copy: CTAs need to use concise and direct language to motivate the reader to take specific actions. Punchy copy that creates a sense of urgency is recommended.
The article also presents both good and bad examples of email CTAs from various B2C brands, showcasing how effective design and placement can impact user engagement. It concludes by highlighting the importance of testing different aspects of email content to find the best approach for individual marketing efforts.