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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.

David Moth

Published 9 March, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1682 more posts from this author

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Carl Wright

Excellent infographic. This one I will print out and pin to the office wall!

over 4 years ago

Tom Howlett

Tom Howlett, Digital Marketing Executive at Koozai

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.

over 4 years ago

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Denise White, Managing Director at 22nd Century

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.

over 4 years ago

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Sherry Lamoreaux

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.

over 4 years ago

David Moth

David Moth, Editor & Head of Social at EconsultancyStaff

@ Sherry, if you click on the image it should link you to a bigger version of the infographic

over 4 years ago

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Dan Fielder

"Click here" is not in the passive voice.

over 4 years ago

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David

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.

over 4 years ago

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