Calls to action

Calls to action should be targeted. (You know that already)

Calls to action should be action-oriented. (Yep. You knew that too.)

But how many options should you give someone?

‘Common’ sense might dictate many, if it’s a webpage they’re looking at. (I’d say have a single focus anyway while providing some options…)

And then there’s email.

Have you noticed that some emails are extremely focused? Have you noticed that other emails you receive are…well…crammed full of stuff and you simply delete them because you can’t work out what they are sending you?

Did you also notice that for many of those emails, you were probably reading them on a mobile device?

The stat

According to the latest stats from Litmus, 47% of the emails out there are opened (and read) on some kind of a mobile device. 47 percent! And that’s not all! An Experian study from 2013 also showed that mobile accounts for the largest share of clicks (40%).

If you aren’t crafting your email marketing for mobile…well, there’s no time like the present to ensure your readers are clicking and happy.

Laser-guided copywriting

Now there are many design options for your mobile emails, and some of them are responsive (meaning they adapt to the device they are viewed on). But there is one sure-fire way of giving all those mobile viewers the best experience (and to help get those all-important clicks).


Not just any ol’ copywriting, though. We’re talking laser-guided calls to action.

That’s where the best copywriters are separated from the wannabes. The art here is not what you put into your email copy, but what you leave out.

If you want to see what I mean by focused copy and calls to action, just head over to Econsultancy and read their post ‘Email marketing CTA design‘. It’s full of ideas, but the one message that stands out loud and clear is how minimal the copy is.

It is focused.


Water tight.

By way of a case study from Whirlpool, they underscore the importance of the ‘less is more’ principle in mobile marketing. When Whirlpool cut their calls to action down in their emails (from 4 to 1), they happily received a 42% lift in clicks.


Strategy counts

You’ll notice that in the ‘bad’ examples in that post, almost all of them are busy, with multiple calls to action and a clutter of links. This is messy at the best of time, but on a mobile…ugh! It must look unbearable. I wouldn’t know what to do.

It’s as if their strategy is: “Hey, let’s just ram all the links we can into these email thingy’s and hope that the hapless fools will just accidentally click one.”

Instead, the effective email marketing of today are laser-guided missiles of marketing strategy.

They capitalise on events (Wimbledon anyone?) and they are timed to meet the immediate needs of customers.

They are not catch-all.

They work with the beauty of email read on a mobile device. There is an immediacy to the copy and an urgency to the call to action.

Done well, your readers won’t even know why they clicked. They will simply know they want to look at your offer more closely.



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