Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Design, How to start with email marketing, Targeting, Testing, Tips

Let your CTA stand out!

Of course an email message contains a call to action. And therefore we certainly have to implement a big button. Survey found in the past that a CTA based on a button increases the click through rate with 28 percent in contrast to a CTA presented in the shape of a link. Reason enough to spend some more attention to this.

flex_adam flex_delorgeA button clearly shows the reader of an email message what the next step is. A human is used to clicking on these things. As an old expression says: “familiarity feeds usability”. After all, people are creatures of habit. That is the reason why we still move our files on our computer to an image of a dustbin when we don’t need it anymore. And that is also the reason why we continue to click on buttons.

Both recent examples clearly respect the rules of the game for a good button. Let’s sum them up once more:

  • The shape : When you design a CTA as a button, try not to be too creative in the shapes. It still has to appear as a button. So confine the button to circles, squares and rectangles.
  • The size : A button that contains an important or the main CTA should be quite some bigger than the regular text in the message. Certainly if you compare it to a link beneath a piece of text. A button should simply attract the attention of an eye in scanning modus.
  • The design : A button that is implemented for the CTA contains a series of formatting elements that text links don’t have by purpose. A shadow, gradients in the color fields, extra figures, everything is fine, as long as they stand out and have the look of a real button such as in software. A typical link feature on the other hand, namely the line under a text is something a button doesn’t have.
  • The color : A button that contains a CTA is not embedded in the design. On the contrary, their color is even contrasting to the background and the rest of the text in the email message. Catching the eye is the goal after all.
  • The whitespace : A button with a CTA should be differentiated from the other elements in an email message. It certainly cannot disappear to the background of the text. That is why whitespace is often foreseen around the button. This does obviously not have to be white. The distancing space can also be in line with the background color. Of course this is more difficult when the CTA is embedded in an image. Here the first three bullet points are a little bit more important.

 

When you see all these aspects in a row, then you realise that the button is created in the first place for the scanning reader. And that is what your contact is doing when he starts reading his inbox. But next to the format, the place in your message is also of interest. Of course the button should be as close as possible to the piece of text it is about. But equally important is that the email message has been constructed in a repetitive way. By repetitive we mean that or the message – and thus the button – or the button itself should be spread out even several times over the full length of the text.

Feb 5, 2016Ann Flipkens
Previous storyIs the essence above the page fold?Next storyThink outside the email: how theSkimm differentiates her newsletter with content
Home Let your CTA stand out!
7 years ago Design, How to start with email marketing, Targeting, Testing, Tips492
Ann Flipkens
Twitter
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  

7 lessons to create more effective email messages

Email marketing always works. As long as you spread enough messages, you will always get conversion. But that is the wrong starting point. Each inbox where you invade with your email message, should mean a great opportunity for success. And you can’t do that with standard messages, but with thoughtful communication. Today we give away […]

Email marketing, Marketing automation, Wetgeving

E-mail barometer 2016 – 2017 : Download your copy now Free download

Email Barometer 2016 – 2017 The best way to learn is from each other. So we let marketers do the talking about email marketing in 2016-2017? Flexmail surveyed marketers about their use of email marketing. Based on the results we were able to compose our Email Barometer 2016 – 2017. What are according to you […]

Strategy

Center Parcs goes for higher conversion in Britain

Center Parcs is not a small player. With 4 parks they are the absolute market leader for short vacations in the United Kingdom. By using email marketing they aren’t directly trying to sell more vacations, but to get more return for every stay. May 25, 2014Ann Flipkens

Communicating clearly in 3 simple steps

In the blog we already highlighted the trend where simplicity prevails on many occasions. Today we found another great example. The Galeria Inno email that landed in our inbox was clearly meant to seduce… Feb 13, 2015Ann Flipkens

Strategy

Online marketers count on an external platform

We already expected as much, but the results of the Email Barometer, the Belgian national yearly email marketing report, confirm it. E-marketers count on a professional external email marketing platform to manage their email marketing. Apr 12, 2014Ann Flipkens

Use the delay to your advantage!

You launch an email marketing campaign! And in the first following hours your email get conversion. And then slowly but surely the graph of the registered clicks moves towards the bottom. Jun 18, 2013Ann Flipkens

Email marketing, How to start with email marketing, Inspiration!, List Building, Strategy, Targeting, Tips

3 opt-in forms to learn from How to ask for more than just an email address

Using a form on your website to collect email addresses is a classic – and a good one. You can go for the fast approach of simply asking the email address – without asking your future subscriber anything more. But you can also do things differently. Aug 25, 2015Michelle Dassen

Strategy

Ten critical notes – with improvements – on a reactivation email

We’ve all met them, clients that are no longer engaged. They are no longer generating revenue and aren’t showing up in your shop anymore. With email marketing you can easily compose a message to wake up those hibernating clients. That’s what Ibis Hotels did right before the summer started. Jun 27, 2014Ann Flipkens

Most Viewed
1,741

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,375

An integrated offline and online communication at Nespresso

1,199

Bloopers you can avoid

1,164

10 tips to integrate a promo code in your email marketing

1,063

10 elements of a great welcome message

1,045

Was this useful?

1,017

11 ideas to improve your opt-in form

1,010

Are you using animated images in your emails?

2018 © Flexmail