When your nonprofit is emailing a call to action, an obvious goal is to get as many responses as possible. Here are two small techniques that can boost response rates.
- Show the call to action twice – First right at the beginning/top, and then again where you have it at the bottom.
- Display a “badge” highlighting your call to action – Here’s a simple way to do it: Choose an image that conveys the problem/solution.
Put the image inside a little nested table with two rows. Row 1 is the image, Row 2 is the caption. A caption can actually have a huge effect on response rates, because people’s eyes go straight to that. Instead of describing the picture, the caption should be like a headline, e.g. “Conservation Bank At Risk – You Can Help.”
Don’t forget, every point of contact is an opportunity to reinforce your organization’s message and brand.
With that in mind, here are two more tips:
- Check the text, and make sure it is the same font and size as what you’re using on your web site.
- Include the organization logo (with a link to your web site when clicking on the image).
Bonus tip: Keep it simple! A single column layout is fine, especially if you have people reading your message on mobile devices. Don’t get carried away adding a bunch of fancy graphics and buttons that will only distract the reader from the most important task.