Next — the placement of your call(s) to action.
It may sound like a no-brainer, but the CTA placement directly influences how much attention it gets, and this basic idea often gets overlooked. So before you delve into more sophisticated marketing practices, check whether you at all have a CTA in your message and it’s easy to notice. Place the most important information on the first screen.
On MarketingExperiments, they describe several cases that show the importance of CTA placement. In one case, simply by adding a prominent button to the top of the email, they got a 340% increase in click-through rate. In another case, they moved a CTA from the middle to the top and got a 17% increase.
Tell what you offer and place a button right after. Don’t forget to make it contrast against the background and surround it with white space to distinguish it from other elements.
In general, content with graphics works better than content without them, emails are no exception. Vero analyzed over 5,000 email campaigns and found out that campaigns with images had a 42% higher CTR than campaigns without images. These findings are backed by GetResponse, who say that image-based emails get 2.68% CTR vs text-based messages with 1.56% CTR.
If you heard that plain text messages are in fashion, that’s true too. The thing is, plain text is good for specific email campaigns where subscribers are used to this kind of messaging. Plus, technically, a plain text email not only contains no images and fancy design, but there are no hyperlinks also. So minimalistic email with links that looks like this…