This is my tried and true method for determining if the call to action is easily discernable in an email: squint. That’s right…open your email, roll your chair back from your desk, and squint. Is it clear where you should click? Can you see it without scrolling? This certainly isn’t scientific, but it gets the job done. Remember, you have 3-5 seconds to grab someone’s attention when they open your email, so make it easy for them to act. I’m a big fan of beautiful design, but if it’s so stylized that the call to action doesn’t stand out enough, then it might be time to make a tweak or two.
Try it on one of your emails today and let me know what you think.
(P.S. – This works well for other marketing efforts as well: landing pages, direct mail, etc.)
Posted in: Email Marketing
