{"id":1602,"date":"2015-01-01T18:40:00","date_gmt":"2015-01-01T23:40:00","guid":{"rendered":"https:\/\/www.dialoginsight.com\/5-trucs-augmenter-clics-dans-courriels\/"},"modified":"2023-06-15T20:19:13","modified_gmt":"2023-06-16T00:19:13","slug":"5-tips-better-click-through-rate","status":"publish","type":"post","link":"https:\/\/www.dialoginsight.com\/en\/blog\/omni-channel-marketing\/5-tips-better-click-through-rate\/","title":{"rendered":"5 Tips for a better click-through rate!"},"content":{"rendered":"

Effective call-to actions in emails are crucial to reach your goal of client engagement. A few simple improvements can result in an important increase in click rates and possibly in your ROI.<\/p>\n

Here are a few good examples to follow and some bad ones, to avoid! Note that these rules can also be applied to your websites and mobile applications.<\/p>\n

1. Draw attention to your CTA<\/strong><\/span><\/h2>\n

A good call-to action must be obvious and quickly draw attention. Use a button instead of a clickable text. Make sure to have some space around the button so it stands out. Choose a color that contrasts with your image or background.<\/p>\n\n\n\n\n\n
\"Bon Good example<\/strong><\/td>\n\"Mauvais Bad example<\/strong><\/td>\n<\/tr>\n
Call-to actions are well highlighted in this message from la Vie en Rose<\/em>. The contrasting color of the buttons is excellent.<\/td>\nIn this example, there is only one call-to \u201cFind Your Style with Our Jewelry Finder\u201d and it is hard to find as it\u2019s not highlighted.<\/td>\n<\/tr>\n
\"la<\/td>\n\"Sundance\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\n

2. Choose the best position of your call-to-action<\/strong><\/span><\/h2>\n<\/div>\n

Where you place the call-to action can improve results. Make sure that readers can see it, whatever the reading platform used. Position your call-to action as high as possible in your message, to make sure it can be seen even from the preview pane.<\/p>\n\n\n\n\n\n
\"Bon Good example<\/strong><\/td>\n\"Mauvais Bad example<\/strong><\/td>\n<\/tr>\n
SPG<\/em> has included one single call-to action that is well positionned, right in the center of the page. It is also visible from the preview page.<\/td>\nIn this example from Starbucks<\/em>, the call-to action to get a rebate is located far at the bottom. More so, the visual is dull.<\/td>\n<\/tr>\n
\"SPG\"<\/td>\n\"Starbucks\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

3. Be short and specific<\/strong><\/span><\/h2>\n

Use your call-to actions for what they are. Use action verbs to show the urge to act. The most commonly used terms are:<\/p>\n

    \n
  • Buy now<\/li>\n
  • Shop<\/li>\n
  • Get your offer<\/li>\n
  • Download<\/li>\n
  • Try it now<\/li>\n<\/ul>\n\n\n\n\n\n
    \"Bon Good example<\/strong><\/td>\n\"Mauvais Bad example<\/strong><\/td>\n<\/tr>\n
    Via Rail Canada<\/em> offers a buying option. By clicking, the visitor knows he\/she will be redirected to the online buying tool.<\/td>\nThe call-to action \u201cRING IN THE NEW\u201d is not meaningfull. By clicking, the visitor does not know what to expect.<\/td>\n<\/tr>\n
    \"Via<\/td>\n\"Holt<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    4. Limit the number of call-to actions<\/strong><\/span><\/h2>\n

    Focus on 1 or 2 call-to actions, as not to confuse the reader. More buttons does not necessarily mean more clicks. Try to direct the reader towards the most important action for you.<\/p>\n\n\n\n\n\n
    \"Bon Good example<\/strong><\/td>\n\"Mauvais Bad example<\/strong><\/td>\n<\/tr>\n
    This promotional message entices the visitor to shop.<\/td>\nPandora<\/em> promotes multiple products and services within the same message. Too much text, that does not trigger actions.<\/td>\n<\/tr>\n
    \"Town<\/td>\n\"Pandora\"<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    5. Test<\/strong><\/span><\/h2>\n

    Get optimal results. Do not take for granted that you cannot do better. Test your message for colors, dispositions, texts and the number of call-to actions. You\u2019ll be surprised of what a very small change can do.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Effective call-to actions in emails are crucial to reach your goal of client engagement. 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