Last July, the EEC community voted on which call-to-action treatment performs best: buttons or links? 72% of respondents agreed that buttons are more effective.
–>See the Survey Results

While every email is unique, the tests we’ve run since the vote confirm the results. They’ve also informed the development of a very specific button treatment that consistently outperforms others.

We call it The Bulletproof Button.

How to Build The Bulletproof Button:

(1) Pick a Color that Pops
A saturated color like red attracts attention and clicks. Just make sure to use it only when you mean it: for your primary call-to-action. Buttons are subject to the law of diminishing returns; including too many can dilute focus. Try underlined links for secondary calls-to-action.

(2) Use HTML Text
Create your call-to-action text using HTML instead of graphical text. Float the HTML text over a colored background cell so your text is legible even when a recipient’s images are disabled.

(3) Get Fancy
For a more custom button, create a graphical flourish—like a gradient—and pop it behind the HTML text as a background image. Add a carat to emphasize the action.

Bonus! After all that tech talk, here’s some button fun.

Are you a Button Buff?
How many email button styles can you match with their associated retailers? Post your guesses by commenting below.

I’ll announce the answers—and the winner—in next week’s “Make it Pop!” post. Enjoy!

Until then,
Lisa Harmon
of Smith-Harmon

–>Read other Make it Pop! posts.