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Marketers need to improve email ‘call-to-action’ design

28th Oct 2015
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Email provider, Mailjet has been testing the success rate of call-to-action buttons as part of a study into the common errors made by marketers in their email campaigns.

It has found that many fail to take design into account while testing their email campaigns, despite call-to-action (CTA) being seen as vital to driving conversions.  

Testing on multiple email campaigns revealed that the area the majority of readers actually see when opening up an email is whatever resides on the top left-hand corner of the email, and that a CTA can increase conversion by being placed in this area.

Yet Mailjet’s testing also revealed that the majority of people think that readers spend as much time focusing on the call-to-action button as the sender does, and that it’s the first thing a reader sees regardless of its placement.   

Other common errors made by email marketers included 28% thinking that call-to-action buttons cannot be A/B tested, and that nearly 10% thought that it is best practice to use as many call-to-action buttons as needed in an email, despite this being proved wrong in testing, with having just one CTA button proving to be most effective at driving conversions.

Mailjet states that the importance of A/B testing for CTA positioning and design should not be overlooked, given that the Direct Marketing Association’s most recent National Client Email report found that return on investment (ROI) delivered from email marketing campaigns increased by almost 50% in 2014. 

The DMA’s research showed that ROI for email campaigns rose to an average of £38 for every £1 spent last year - an increase from £24.93 in 2013. Almost one-fifth (18%) of the DMA’s survey respondents stated their ROI was more than £70 for every £1 in their email marketing campaigns.

And this is given extra significance by similar research from Adobe in August, which states that email is still the most favourable mode for consumers to receive marketing offers, with nearly two thirds (63%) of consumers preferring to be contacted by email.

However, the same research also says that many emails are being left unopened, with consumers only interested enough to click into around a quarter of the email offers they receive, due to marketers failing to engage them with the relevant content.

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