Call to Action Best Practices

How do you get the best response rates on your call to action emails? Our data science team analyzed thousands of broadcasts and found a few key points on what makes a high performing call to action to your advocates:

1. Place the action link early in the email and no more than 2 times overall

VoterVoice automatically places the smartlink for your campaign at the bottom of the email as a failsafe, but you can use the “Insert Smartlink” drop-down to insert the smartlink wherever you need. Optimally, place that link somewhere near the top of the message body, right after a concise description and call to action.

2. Keep the message body below 500 words

The highest performing call to action emails have less than 500 words. Essentially, the shorter your call to action, the more likely your advocates will act.

3. Reduce the number of hyperlinks in your email

The more links to informational content you provide in a call to action, the more opportunity your advocates have to get distracted from your core objective: getting them to send messages. Consider linking to informational content in other broadcasts or, if necessary, keep informational content links to a bare minimum.

4. Use as few words as possible in your subject line

Generally, the shorter the subject line, the more likely your advocate is to open the email. Somewhere in the range of 5 words is best.