Want better email click rates? Try these 3 design tips.

March 30, 2015 jeff.slutz@myemma.com

Marketers are always looking for ways to get more subscribers to engage with their emails. Thankfully, there are three essential tools in the email content Swiss Army knife (what, you don’t have one?) that help you do just that — call-to-action (CTA) buttons, social follow buttons and video blocks. Here’s how to make the most of each one.

Make better CTA buttons.

Buttons are everywhere, and for good reason – they grab attention, outperform text links on average and are easy to tap on mobile phones. But not just any old button will do. Color, shape, copy and placement all impact how many clicks a button will attract.

Take color, for example. You’ll want to pick a color that contrasts with the background color of your design so that it stands out. And you may want to be mindful of color psychology and the different feelings each color can create.

Yellow can create low levels of anxiety and a sense of urgency that leads to a click, or maybe the feeling of trust generated by blue is what you’re going for. There are a whole bunch of things that you can test with your buttons to see what gets more clicks.

And that's why we added a handy CTA button generator to our drag & drop editor. In just a few clicks, you can edit the copy, color, shape and size of your button, and drop it into just the right spot of your email. It makes it super easy to test different options until you find the combination that works best for your audience.

Know the hex value of the color you want to use? Enter it in the Button Color field of the generator. If not, just click on a color that looks right.

Get your subscribers following and your followers subscribing.

We often talk about how important it is to encourage your social followers to join your email list. But don’t forget about the other way around. Ask your subscribers to follow your social channels to stay connected (and share) all the good news that might not make it into your emails.

An excellent way to do this is by adding social follow buttons to your emails that link to your various channels.

Use social follow buttons to connect with subscribers across channels.

A great place for social follow buttons: an automated welcome series. It gives people a chance to connect with you on multiple platforms right when they’re most interested in hearing from you. Plus, welcome emails typically have 4x the open rate and 5x the click rate of other mailings (Experian), so adding social follow buttons (tastefully) packs your first impression full of clickable opportunities.

Give the people what they want: video.

People can’t get enough of video. Our pals at Wistia found that adding video to email campaigns can boost click rates by 300%! And it makes sense with the way our brains crave visual imagery. 90% of data that our brains process is visual, and we process images 60,000 times faster than text (3M Corporation).

While we don’t recommend embedding video directly into your email, linking to it from a compelling screen grab with a play button overlay will do the trick. (Emma users can easily do this with the video block in the drag & drop editor).

It's a surefire way to boost engagement. Not only will your audience spot the screen grab first, but the play button overlay is catnip for itchy click fingers. If you need some ideas, here are a few examples of brands that are doing an awesome job with the email + video thing.

And that's it! On average, 80% of people are only scanning your email content (Nielsen Norman Group), so use these eye-catching tools to get more clicks (and high fives from your boss).

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