Email marketing is a tricky process – done right and it can be a valuable tool for driving extra traffic to your site, but get it wrong and all your hard work will be sent to the recycling bin after a brief skim read.
And that’s if the person you've sent it to even bothers to open it.
But assuming you’ve enticed someone in with an intriguing subject line, how do you then get them to take the extra step of clicking through to your site?
Litmus has come up with a list of tips for designing an effective call to action, including sizing, colour and placement.
For instance, did you know you could increase CTR simply by including an arrow icon next to the buttons?
As well as telling you the correct way to do things, the infographic below highlights common errors that should be avoided at all costs. Very useful.
Reader comments (7)
11:38AM on 9th March 2012
Excellent infographic. This one I will print out and pin to the office wall!
Digital Marketing Executive at Koozai
5:14PM on 9th March 2012
Useful information here. When all points are considered, it is also good to continually optimise and track the progress because improvement can always be made.
Managing Director at 22nd Century
11:50AM on 12th March 2012
Excellent infographic and very useful info but I agree with you Tom, its also about the continuous optimisation and finding what works for your specific target audience.
2:35PM on 12th March 2012
For some reason, this is very hard to read on my screen...the type is small, and when I bump my screen size, it's fuzzy. I have no idea what the reverse copy is in the shield-shaped call-out at the top. So it's very hard for me to tell whether this is worth printing out or not.
I've been looking at infographics this am across a range of sites, and this is the only one that has this fuzziness. Ironic, given the content.
Senior reporter at Econsultancy
2:43PM on 12th March 2012
@ Sherry, if you click on the image it should link you to a bigger version of the infographic
1:53PM on 13th March 2012
"Click here" is not in the passive voice.
2:01PM on 13th March 2012
I agree with Denise above that you find what works best for your target audience. But in my experience image based buttons DO NOT command higher click rates than text. Simplicity and a well written email that comes from a person and not a marketing dept. have been the key to the most successful emails I've helped create.
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