Email Marketing Strategy

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Difficulty level:
The goal of your email campaign, in addition to reaching the ios database recipient's inbox, is to encourage your reader to take an action: registering for an event, purchasing a product, or simply requesting information.

If you are able to produce an effective call to action, then you are one step away from the result. Let's see some tips to optimize the CTA.

Don't trap your email call to action in an image
Images and buttons are certainly capable of attracting attention more than words alone can do, it's true. These elements work very well on a website, a landing page or a form. However, if used in an email template, they are not necessarily seen due to blocks on the reading client. And despite all the care taken, the alt text will hardly be convincing enough to induce the reader to click.

For these reasons, avoid delegating all your calls to action to an image and remember to always use accessible text links. Therefore, make sure that for every visual call to action, there is at least one complementary one nearby with prominent text formatting.

Call to Action – not call to actionS
The more decisions you ask your readers, the fewer they will make. So minimize the clicks or actions you expect your users to take: in most cases your DEM should achieve only one specific result, with a few exit routes.

Calls to Action must be simple and direct
Your creativity is certainly welcome, but be careful not to complicate your CTAs with too many concepts or words or you risk losing appeal and attention. Your goal is not to make your reader think thoughtfully about your proposal, but to convince them in a few seconds.