The Call to Action Button: You Might be Doing it Wrong

April 5, 2017

do's and don'ts comparisonI’ve been doing a lot of reflecting on the call to action button lately. I’ve come to the conclusion most email marketers are not maximizing calls to action the way they could be.

That ends today.

I’m here to give you some do’s and don’ts for your call to action buttons to ensure you get the most bang for your buck.

DON'T: Use Too Many Call to Action Buttons

Emails with only one call to action increased sales by 1,617 percent (Wordstream), but this is not a hard and fast rule. There’s nothing wrong with side-by-side buttons for example. Keep them centrally focused and don’t cause confusion.

DON'T: Use Submit Buttons

The word Submit is best used for online forms. It does not create intrigue for your contacts to click on your button. Be a little more creative. Get My Quote will be more effective than Submit almost every time.

DON'T: Stick with What Worked Before

The design that worked for you last year may be old news to your contacts. It’s important to update your call to action, whether that means color changes or changes to copy itself. Keep it fresh to hold interest.

DO… With Caution: Staying on Trend

In general, it’s okay to implement on-trend call to action buttons. Just think of who you’re targeting. Uber’s trendy emails cater to a largely younger crowd, but most banks would be hesitant to use a similar style.

DO: Use Color

Whether you use color for the button text, or the button as a whole, color is a definite do. It’s important to use color in the right way, of course. You want to draw attention to your call to action, but you still want to complement your email’s design and style.

DO: Use Relevant and Specific Copy

The copy in your email should drive your contact to your call to action. In turn, your call to action should have clear text to say what you want them to do. Where is this button going to take them? What do they get when they click?

DO: Test It Out

Your email marketing provider should allow you to conduct testing on your mailings. Testing out changes in design or content. This will ensure the changes you’re making will help and not hurt your marketing plan. Whatever gets you more conversions is better, even if it isn’t brightly colored or trendy.

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