When you strip marketing down to its core, your call-to-action is arguably the most important element in your email marketing.
If you get it just right with your copy, customers will give their permission with clicks, downloads, a purchase or whatever desired action is intended.
Get the copy wrong, however, and a CTA is becomes “ignore-the-action” from the customer’s perspective.
So what role does copy play in the success of a CTA?
A pretty big one.
To illustrate this, let’s look at a recent Web clinic where the MECLABS research team revealed the results of an experiment that drilled down into how CTA copy impacts customer action.
Here’s a little research information on the test.
Background: An audio technology and engineering company offering professional and personal audio products.
Goal: To significantly increase the number of clicks from a promotional email.
Primary Research Question: Which email CTA copy will produce the greatest clickthrough rate?
Approach: A/B single factorial split test
In Version A, the team hypothesized that using “Shop Now” as the CTA copy was a potential source of customer anxiety.
According to the MECLABS Conversion Heuristic, anxiety is simply a negative factor that reduces the likelihood a potential customer will take a desired action.
In Version B, the team tested “View Details” as the CTA copy.