What are the common mistakes to avoid when using buttons and icons in email marketing CTAs and landing pages?

1 Mistake 1: Using too many buttons and icons

One of the most common mistakes is to overload your email and landing page with too many buttons and icons, hoping that more options will increase your click-through rate. However, this can have the opposite effect, as it can confuse and overwhelm your audience, and make your message unclear. To avoid this, limit your buttons and icons to one or two per email or landing page, and make sure they are relevant and aligned with your goal.

2 Mistake 2: Using generic or vague labels

Another mistake is to use generic or vague labels for your buttons and icons, such as "Click here", "Learn more", or "Download". These labels do not convey any value or urgency to your subscribers, and they do not tell them what to expect when they click. To avoid this, use specific and action-oriented labels for your buttons and icons, such as "Get your free ebook", "Claim your 50% off coupon", or "Start your free trial". These labels will create a sense of curiosity and incentive for your subscribers, and increase your conversion rate.

3 Mistake 3: Using low-contrast or inconsistent colors

A third mistake is to use low-contrast or inconsistent colors for your buttons and icons, making them hard to see or distinguish from the rest of your email or landing page. This can reduce your visibility and impact, and make your subscribers miss or ignore your CTA. To avoid this, use high-contrast colors for your buttons and icons, such as bright or dark colors that stand out from your background and text. Also, use consistent colors for your buttons and icons across your email and landing page, to create a cohesive and professional look.

4 Mistake 4: Using inappropriate or confusing icons

A fourth mistake is to use inappropriate or confusing icons for your buttons and icons, such as icons that do not match your message, industry, or audience. For example, using a heart icon for a B2B email, or a shopping cart icon for a non-commerce landing page. This can create a disconnect and a lack of trust between you and your subscribers, and make your CTA less effective. To avoid this, use appropriate and clear icons for your buttons and icons, such as icons that represent your offer, benefit, or action. For example, using a book icon for an ebook offer, or a checkmark icon for a testimonial.

5 Mistake 5: Using too small or too large buttons and icons

A fifth mistake is to use too small or too large buttons and icons for your email and landing page, making them either difficult to tap or click, or overwhelming and distracting. This can affect your user experience and accessibility, and make your subscribers frustrated or annoyed. To avoid this, use optimal sizes for your buttons and icons, depending on the device and screen size of your subscribers. For example, using larger buttons and icons for mobile devices, and smaller buttons and icons for desktop devices.

6 Mistake 6: Using no buttons or icons at all

A final mistake is to use no buttons or icons at all for your email and landing page, relying only on text or images to convey your CTA. This can make your CTA less visible and compelling, and make your subscribers less likely to take action. To avoid this, always use at least one button or icon for your email and landing page, to create a clear and strong CTA that attracts and guides your subscribers to your desired outcome.