Step one, the reader reads the email. Step two, the reader clicks on the link. Step three, the reader of your email contributes to sales. This is the ideal situation. But during the second step, we usually drop a few elements.
The famous “click here” link probably passed you a couple of times. Sometimes you can find even more of these type of links in a single message. And before you know it your reader lost the essence of the story. And why should he have to click?
Readers are scanners
That’s why it’s so important to be clear. Why is it important for your reader to click the link? Which benefits can he get by doing so? If your reader has to read the entire paragraph above the ‘click here’ link to answer this question, you run the risk of losing the reader before he’ll even click. Because sometimes reading is just that little bit too much. Remember that readers scan and only start to read or click when their eye gets caught by something interesting.
So use links like this: ‘order your tickets’. It is immediately clear to your reader what the link is for. Are you sure you do not just target is to link clicking, you can be “to order your tickets click here ‘to make it better. So you put in one go and the action that the reader should take, and the result can be expected. Do not forget to always tell what the underlying page will be the recipients.
One too many
In addition, there is another potential obstacle. Your email may contain different links. This is something you see often in newsletters. What you get is multiple “click here” options above one another. While one might be a good click-through to order those tickets, the other link could link to a different and more expensive product. Imagine for a moment the following scenario. You send a newsletter in which you offer three products. The reader scans and is interested in product A. He clicks on the first link that he can find. Because they all are called ‘click here’. And he visits the landing page of product C. How likely is it that you’ll miss a conversion?