Call to Action: From send to click through

Email, Facebook and Twitter walk into a bar...but who comes out with more customers? According to Dotmailer, at the latest #DotLive seminar, the front runner is email…who said email is dead?

However, as many email marketing superstars known, it’s not just about sending and waiting for the clicks to come your way. It needs to be a journey and it needs to flow, from send to click through. With that in mind, here are key takeaways from the seminar; how to create a journey with a call to action that always wins. 

First steps to a successful click through rate

No matter how standout your call to action is, you have to get the customer there first. Here’s a quick overview of what to consider:

• Sender name – Depending on the nature of your business, the sender name can make all the difference. It’s all about context; Next or ASOS, for example, would want their regular customers to know who it is straight away. A completely different company might personalise an email, especially if a customer has regular communication with a particular employee. 45% of UK consumers mark emails with unrecognisable sender names as spam or delete it. Some might even open it just so they can complain!
• Subject line & pre header – This is a given. Entice and inform the customer to ensure they read on and hopefully reach the desired call to action. The next step to get them there is…
• Email copy – What do you need the customer to know? They will only pay attention to your call to action if they know it will be useful to them. Anything that loses their interest quickly will stop them from clicking through.

Optimising a call to action  

Once the first steps are fine-tuned, it doesn’t mean the email journey is over. The whole email should flow seamlessly so nothing stops the customer from taking action on the email. Here are the all important tips to make sure that happens:

• Simplify – There should be as little distraction as possible.
• Less is more – When it comes to the call to action, don’t force them upon your customer. Cramming as many links and buttons into the email will not increase click through rate. Whirlpool UK saw a jump to 42% click through rate after removing some buttons from their emails.
• Location – Where does your call to action fit best on the email? Before the copy, or after? Once again you have to consider what would be important to the customer, be it what you’re telling them in the copy or what the call to action is telling them. Speaking of this…
• What do you want the customer to do? – Obviously you want them to click through, but the call to action text should be minimal and as direct as possible.
• Standing out – Does the call to action stand out on the page? A busy looking email will detract from the call to action, so use colours and some ‘breathing space’ so the customer’s eyes will see your call to action.
• Test, test and test – That’s right, there is no harm in pulling all these tips together and trying different things. Put the call to action button in different locations and see what works. Mix it up and use colours not in your brand pallet. You’re not taking risks, you’re simply trying to optimise the hard work you put into your emails.
• Be the customer – As a customer yourself, what emails entice you? If you’re not doing it already, have a look at emails you receive and analyse what you like and dislike. Next time you put together a campaign, apply this customer thought to everything you do.