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Infographic – effective Email call-to-actions

By Dave Chaffey 12 Mar, 2012
Essential

What makes the perfect email call-to-action (CTA)?

The recent post by Kath Pay discussing what makes an effective call-to-action in marketing emails showed how it's easy to get this wrong. No excuses now! Check out this new + useful infographic from Litmus that shows every issue about CTAs you could possibly want to know about.

A lot of the ideas are obvious, but the obvious isn't always obvious, particularly when there are other design constraints. Of course, colour and size get a mention, but did you know there is even a law to back this up; this Fitt's Law states that:

"The time required to rapidly move to a target area is a function of the distance to the target and the size of the target".

I also enjoyed the snippet that showed that buttons with arrows encourage more clicks than those that don't - collectively these small tweaks can make a difference. Another "old chestnut", showing the value of the click to the clicker is also covered in the how not to do it section.

 

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of marketing publisher and learning platform Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. To learn about my books, see my personal site Digital marketing books by Dr. Dave Chaffey. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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