Have you ever received an email where you had to search high and low on how to take action? Unless it was something you were really interested in, chances are your search ended in a frustrated “forget it!” quickly followed by hitting delete.
A frustrated user is also less likely to engage the next time your healthcare marketing email lands in his inbox, a reaction brought about by the process of conditioning (in this case, negative conditioning).
To ensure your calls to action (CTAs) make a positive impact and elicit a favorable response, there are a few best practices to keep top of mind.
Optimizing Placement, Formatting, Usability, and Text
A frustrated user is less likely to engage the next time you send an email
Most important when designing CTAs is to think “mobile first.” An increasing number of people use a mobile device to open emails, as much as 70 percent exhibiting mobile engagement. The following tips apply to both mobile and desktop, but they’re especially imperative for mobile devices.
- Use HTML, not images. Email platforms have differing permissions when it comes to images. For example, if healthcare providers are using Outlook or Yahoo and don’t have the default setting turned on to allow images, they may not even see your CTA. Use large, colorful, bold CTAs that are HTML-based.
- Avoid “hiding” CTAs in text-heavy paragraphs. On mobile devices, there’s no mouse/cursor to indicate where the CTA link is. This makes it more difficult for readers to find it.
- Introduce the CTA within the first 500 pixels. Readers might be interested right away, so you don’t want to force them to scroll all the way to the bottom of the email to click. You can then pepper more CTAs throughout.
- Drive to one destination, and one destination only. It’s confusing for end users to be directed to multiple landing pages. This also helps when testing CTAs for effectiveness.
- Get creative. The CTA language of “Learn More” or “Click Here” is tired. Create copy that’s more specific—and thus more compelling—to where you’re driving healthcare providers.
You don’t want to force readers to scroll all the way to the bottom of an email to click
As the video below discusses, when you take these considerations to heart—placement, formatting, usability, and text—you can expect to see a 2 to 3 percent higher click rate. Make sure to watch to the end for another simple assignment that illustrates what makes a good, engaging CTA.