Boring CTAs crashing your newsletter? Try this instead.

Hey friend!

We hear you. Boring calls-to-action can kill the conversion rates of your emails. I’m looking at you, “Read more”! To be rewarded with clicks (and conversions) you need to make your CTAs more interesting.

Did you know? The average click through rate in email marketing is about 2.5%. This varies from industry to industry from 1-5 percent depending on the industry. According to Mailchimp the lowest CTR of any industry is the vitamin supplements industry, with 1.19 percent, and the highest average CTR is 'government', with 4.58 percent.

There isn’t one-size-fits-all advice for crafting your CTA. Advice for ecommerce emails (which are promotional) may not be the best advice for a newsletter intended to enhance credibility and nurture relationships.

?? Stick with these 3 guidelines then tailor your CTA to suit the purpose of your email, your brand voice, and your audience.

1. Your CTA copy needs to be clear, direct, and authentic. Use excitement, curiosity, humour, FOMO, desire for transformation, and urgency to encourage action.
2. Create your CTA for different screen sizes. Whether links or images you need to space your CTAs far enough apart for each to be easily?clickable.
3. Optimise for dark mode and accessibility.

This week we love: KLM launch a new Delft Blue house every year for their birthday which they give to business class passengers in the month of October. These are miniature houses created in the famous Delft style of the Netherlands, filled with Dutch gin. It’s become a coveted thing to have your house featured as a Delft Blue House.

See how the headline, blurred animation, copy all work together to pique curiosity and support the CTA.

We enjoy the way Really Good Emails use humour in their CTA. The subject line and email copy build up to the CTA. You bet we clicked.

BONUS from Really Good Emails: Everything you ever want to know about email CTA buttons

Click, Click, stay curious!