Generally, 3 types of Call to Action are used : images, buttons and text links. They can be used separately, although it is common to find them combined in the same email. Differences between a button and an image. While transportation email list it is true that from a visual and creative point of view designing a Call to Action as an image is very useful, we must be aware that a very high percentage of emails do not download the images due to the default configuration of the email provider (depending on the source, between 30% and 40% of users access the content of their email with the images blocked). We must take this reality into account when deciding what type of Call to Action we are going to include in our email.
In the image above we see a section of an email in which, with the images downloaded, the call “Make your purchases” is displayed. However, as soon as the images are blocked, the CTA disappears. We can avoid the inconvenience of a significant part of our audience not seeing the Call to Action by using buttons. Buttons are sections of code in which the creation of a Call to Action is programmed. In the following image we see a comparison between a button and an image in a CTA in a context of blocked images. Text links Another alternative is to use text links. This is a poor resource from a visual and design point of view, but very effective when it comes to achieving click objectives. Since this type of link penalizes the visual and branding part, they are usually used in transactional and service emails, such as account activation or order confirmation emails. Naked links or texts with links obtain very high click rates because it is a format that has been known to everyone since the beginning of the Internet. This makes them very identifiable by the user. To summarize, when we have to approach the definition of a Call to Action, we should take into account these three simple questions:
Review the AIDA model and assign the CTA the relevant role.
Check how the CTA will be identified when images are not downloaded and optimize them as much as possible.
Consider using text links in emails with a lower specific weight of design and a marked orientation towards interaction (order confirmation, access to personal areas, etc.)
