Email Marketing: Drive Call-To-Action, Make Your Emails Easy to Scan
Even though overall email volume is high in 2020, readers are still engaged with emails, making it an important part of your marketing program. Because there is so much competition, it is more important than ever to ensure readers can quickly scan your emails and find the call-to-action.
Here are a few best practices to keep in mind when preparing your next email to improve your click-through rates:
Less is More
Emails should be kept as short as possible. For example, if sending an email listing upcoming workshops, provide only the pertinent details of each workshop, such as title, date, and maybe one or two descriptive sentences. If readers are interested in the topic of your event, they will be willing to click to the website for complete details.
Use Headers, and Format Text
Use headers in your email to break up content, making it easier for the reader to scan. Keep paragraphs short, as well.
Bold important items, but don’t overdo it. Formatting text is a great way to show the relevant details, i.e. workshop title and date. However, if everything is bolded or emphasized in some way, then nothing stands out.
Make Call-to-Actions Stand Out
Buttons are a great way to draw attention to your call-to-action. Convert your most important links into buttons and see how that impacts your clicks. The color of your buttons is also important; it should be consistent, stand out, and differ from other colors in your email. Follow SCORE's branding colors on page 16 of the Brand Guide.
With text hyperlinks, like buttons, you should use a consistent color that stands out. The links should be bold and/or underlined.
TIP: Only underline text in your email that is hyperlinked. Traditionally, in websites and email, hyperlinks are underlined, and readers will still assume any underlined text is a link.
If you have any questions at all, please do not hesitate to reach out!