I particularly enjoyed the part about political email where they shared my opinion on the weakness of the call to action emails from the PC campaign. There were a number of problems, but I would like to focus on the problem of burying the link.
As described in the video, many of the campaign emails would come with three or four paragraphs of text and then a link. Yes, a single solitary link that I had to find after reading a bunch of text. In a call to action email!
Yes, a call to action email should only have one url for your reader to click, but it’s okay if you repeat 5 times.
1. Add the Link Early
It’s an idea so simple it just might work. Many of your supporters will click the first link they see so put it in the first sentence. Most call to action emails state the reason they are writing in second half of the first sentence, then essentially re-phrase the ask at the bottom. So, highlight the reason with a link.
The next election is right around the corner and we are looking for a few good volunteers.
2 . Add the Link in Question
After some a couple of sentences/paragraphs extolling the benefits of clicking the link to take the action, you are going to make The Ask.
Link the whole ask. That is the link in question. The answer is on the other side of the click.
3. Add the Link As Instruction
Your supporters have clicked the first link, your prospects have clicked the second link. Anyone else left may need a bit more help. Tell them how they can take the action you just asked of them and tell them exactly where they can take the action. Think of it as an equation. You can do X at url Y.
The Bonus Button
By now, everybody that is likely to click should have clicked but just in case they haven’t gotten the message, a big button might help.
I caution might because email clients are not very button friendly so your pretty button when viewed in a browser might be unreadable in Outlook.
One trend I have seen is that adding a button increased the percentage of clicks to the url Link As Instruction.
My theory is that it acts a the visual cue telling them to go that url but what do you think?