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Published on August 15th, 2011 | by Amber Ricchetti


Call to Action Test – Which Got More Action?

The quickest way to improve your email marketing is to test and see what works and what needs improvement. It’s easy to do, and you can test anything in your email – subject lines, images, copy, preheader, Call to Action (CTA) buttons. Seriously, anything!

Here’s a recent CTA button test we ran – and the results!

Call to Action: We assumed (assumed being the operative word) that the word Download might be scary to some people. So we used the word Get on our calls to action instead (i.e., Get the Guide). Then we thought, “Hey, why not test it in an email?” It’s a good thing we did, because the CTA button with the word Download actually performed better than Get. Who knew?


Download the Guide received 2% more clicks and a whopping 43% more revenue than Get the Guide.

It pays to test your hypothesis and find out what works for your audience. What tests have you done lately? Feel free to share – I’d love to hear about it.

© 2011 – 2012, Amber Ricchetti. All rights reserved.

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About the Author

Amber Ricchetti

is a contributing author for VerticalResponse.

3 Responses to Call to Action Test – Which Got More Action?

  1. Lisa says:

    I think “view the guide” would have better results, than “get the guide”.

  2. “Download the Guide” – I know pretty much what’s going to happen if I hit the button.
    “Get the Guide” – might mean that I have to enter my mailing address, and some dead-trees version of the guide will one day make it to my mailbox.
    I know which one I’d be more likely to click on.

  3. Tanya Castiglione says:

    Our small non-profit Library Friends organization is testing approaches (for the first time!) and this has revealed some surprises. A welcoming packet at the library for new card-holders drew only one response aver three months, but a survey of patrons–even those who responded via Internet–use and value a print newsletter. It pays to check.

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