E-mail Marketing: Increase Your Click-Through Rates
E-mail marketing November 6th. 2007, 9:23am
Many companies send out newsletters to their customers and prospects. These e-mails are often embedded with links to URL’s where more information can be found. The question is: what language do you use to get a better click-through rate? A or B?
A.) Direct call to action:
“Click to Continue”
B.) Indirect call to action:
“Continue with Article”, “Read More…”
In order to answer this question, you should first do an A/B or multivariate test. Split up a small portion of your e-mail distribution list and send half the newsletter with a direct call to action and the other half with an indirect call. Use the more successful phrase for the rest of your distribution list.
In previous tests, option A works better. People tend to skim through an e-mail. The word “read” is usually a turn-off as it alludes to lengthy content. We use phrases like “Gain Access Now” which leads the reader to believe that he or she is getting exclusive information.
As always, test-test-test! Don’t be afraid of a little change.
What works for you?
Other E-mail Marketing posts: How to get prospects to open your E-mail
