The Right Way To Craft An Email Call To Action – Call To Action InfoGraphic
Infographics are all the rage at the moment so I thought I would add one to my site. This comes from Litmus.com that seem to be in the business of testing email marketing campaigns. They know a thing or two about email marketing campaigns and of course the call to action plays a crucial role in email marketing just like any other piece of writing crafted to influence and persuade. Anyhow, here is the graphic.
They make some excellent points, including how html emails with graphics and images are far better than plain old text emails and text call to actions. The average internet marketing generally doesn’t have the time or budget to create such elaborate emails but bigger companies go in for it in a big way. A perfect example of this is Amazon.
In fact, it wouldn’t surprise me if Amazon have set the playbook as far as successful email marketing goes. I like the way they will send you an email of the latest products they have for sale based on your past browsing habits. Since I do a fair bit of Amazon browsing each day as part of my affiliate marketing sites, I am always getting strange emails offering me the new line of barbie doll or a revolutionary fish tank cleaning tool.
I imagine, if I was genuinely interested in purchasing one of these items, this email would be laser focused and probably get me to take some kind of action. That is probably the first lesson in all marketing – focus on what is in it for your reader rather than yourself.
In the screenshot, you can see that I had been browsing the Amazon website for blog writing books. sure enough the next day I received an email on this topic. The email didn’t even have a preamble…just things that I might be interested in. The graphics and other top notch conversion tactics could well hold my interest and cause me to click through as that’s what I do here everyday – write blog posts.
The email uses all the strategies mentioned in the infographic above. One thing to note is that it gives you many options to potentially click which is generally considered bad practice.
However since the email is designed to look like a regular Amazon page and you have already browsed at Amazon before, this familiarity probably counteracts the rule of giving multiple choices to your reader.