I wrote a blog recently highlighting the fact that when you email teachers you have to accept that they will not read every single word. Instead their eyes will scan a handful of key sections and from these they’ll make a decision about whether they want to investigate further. If you didn’t get chance to read that blog then hit the rewind button as in today’s blog we’re going to look at one of those key sections; your call to action buttons.
In particular, we’re going to look at the wording on your call to action buttons and how you should be putting a lot of effort into getting that right when you email teachers. Why? Because we’ve been doing some A/B split testing which shows that getting the wording right can increase your click-through rates by a whopping 100%!
It’s tempting to spend hours and hours honing the text in the opening paragraphs when you email teachers. However, as our previous blog explained, these opening paragraphs are often only very lightly skimmed over. Instead they’ll look at your email header and then jump straight to your call to action. So, not only do your header and call to action need to complement each other, the wording on your call to action button needs to entice teachers to click it.
Let’s take a look at one of the split tests we carried out in our own marketing recently. Below is the top section of the email we sent to 50% of our followers, promoting a blog we’d written about the importance of not focusing too much on your competitors:
And below is the top section of the email we sent to the remaining 50%, with slightly different wording on the call to action button.
Just by changing these 4 simple words, we doubled our click-through rate, which is no small potatoes!
So, why did ‘Learn the 3 Reasons’ trounce ‘Read John’s Blog’ so thoroughly? Well, we’ve found that by the quantifying the benefits of clicking a link, and telling recipients exactly what they’ll get in return, we can massively increase our click-through rates.
While ‘Read John’s Blog’ sounds quite wishy-washy and even infers that there’s quite a lot of effort required on the reader’s part, ‘Learn the 3 Reasons’ implies a clear value proposition and even sounds quite snackable (3 is a nice easy number which shouldn’t take up too much of their time).
But don’t just take our word for it. Carry out your own split tests when you email teachers and find out which wording works best for you in your marketing to schools. It might only be 3 or 4 words but they might just be the most important 3 or 4 words in your entire email to teachers.
How to Sell to Schools
Marketing to Schools
Selling to Schools