Snare More Email Clicks with This Easy Formatting Trick

There are three things you want your email readers to do:

Open, click, and convert.

You entice prospects to open your email with a compelling subject line. And you persuade them to convert (i.e., act on your offer) by offering something of value.

But the second step—click-through—is the element that ties everything together. Use this easy formatting trick to snare more clicks out of your email campaigns:

The Goal: Make Your Call-to-Action Stand Out

Whatever action you want your prospect to take, make it as easy as possible for them to take it.

In the case of an email call-to-action, that includes drawing your prospects’ eye to your call-to-action by making it stand out visually.

And while a colorful button can work (and is a good thing to use on your landing pages), you sometimes just want to send a normal, conversational email that’s free of pictures, colors, and graphics.

The Trick: Link the Whole Line

To make your calls-to-action stand out in that kind of email, extend your hyperlink to include your whole sentence or line of text, rather than just one or two words.

Take a look at these two versions of the same email. Which call-to-action leaps out at you more?

The first one, right?

When you hyperlink an entire line, sentence, or paragraph, you really draw your reader’s eye to your call-to-action, and make it easier for them to act on it.

Bonus: It’s Great for Mobile

Linking a whole line of text also makes it a lot easier to click on mobile devices. (How annoying is it to try to click one tiny word on your phone screen with your thumb?)

And with the share of emails being opened on mobile devices growing, that could make an increasingly significant difference in click-through rates.

In any case, giving your prospect more real estate to click can only generate more clicks. So give it a shot--”link the line”—and tie your email campaigns together, from the minute you click send… the moment a new, good lead enters your sales funnel.

{PHOTO CREDIT: Antoine Robiez}