“How do I motivate our recipients to do something?” That's is the question that plays in the head of every email marketer.
But not only marketers run around with this question....
The New York Department of Transportation noticed that the usual call to action: “NO STOPPING ANYTIME” was losing its effectiveness (or should it be a call-to-no-action?).
A very strong, concise and even threatening “Do not even THINK of parking here” seems to touch the always-in-a-hurry-New-Yorkers, who indeed had to admit that they were thinking of parking their car there for a minute.
And one of the largest telecom operators in New Delhi suffered from people parking their cars where they shouldn’t. A somewhat longer, but again a very precise message.
The reader of this message knows exactly what’s going to happen, and what he/she will get, and this is the most important feature of a call to action or a button in an emailcampaign.
So, dear email marketer, be creative in your calls–to-action, and continue testing. It’s the only way to learn what your recipients want to see in their inbox.