When creating an email campaign we need to anticipate on what our customers want to see. This isn’t always easy. After all, we can only guess what’s on a customer’s mind.

Statistical analysis of the recipients click-behavior and advanced optimization techniques can adapt the message in real time to the customer’s wishes. Such optimization campaigns can give us valuable insights on the customer’s preferences.

By comparing some results of recent optimization campaigns, we were able to define the elements that are able to increase the call to action response.

Make your call-to-action stand out.

Whether you want your prospect to book, to buy or to subscribe, you need to make it as clear as possible where they need to click.

Even adding a little arrow increases the response rate.

Use the magic words.

If it’s for free: say it! Make it clear why your prospect should click through (book now for a limited offer, subscribe and get these benefits, buy now and get something for free, etc.)

Less is more.

Say what you need to say. And nothing more.

A call to action is… a call to action.

Use an imperative: buy, book, subscribe, sign up, etc.

Background colors.

Colors matter! We’ve seen significant increases of conversion, only by alternating the background color. Test it and see what works for your target group.

Copy is key

Remember: writing is rewriting. Even if the content is the same, the way you put it, is very important. Test different copy and see what works best.

Maïté Maes