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MAKE IT POP!: The Bulletproof Button

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.

Comments for MAKE IT POP!: The Bulletproof Button


Name: Kimberly Snyder
Time: Tuesday, June 30, 2009

Lisa, this is a very effective email marketing element that deserves to have more attention paid. Great post: 1- J 2- F 3- C 4- G 5- I 6- H 7- A 8- E 9- D 10- B

Name: Lisa Harmon
Time: Tuesday, June 30, 2009

Congratulations to our winners, Sarah Milsow and Kimberly Snyder! Amy and Chad laid a strong groundwork - Chad had only one mix-up between the Sephora and Kmart buttons. Sarah was the first to crack the code and is the ultimate button buff! Thanks all for participating :)!!!

Name: Chad White
Time: Tuesday, June 30, 2009

Here are my guesses. I don't track all those retailers, but clearly I should do well. If not, I wonder what that says about the uniqueness of these retailers' button designs. Some of the buttons like Amazon's and Harry & David's were instantly recognizable to me, while I was very iffy about Staples' and Sephora's. 1 - J 2 - F 3 - C 4 - I 5 - G 6 - H 7 - A 8 - E 9 - D 10 - B

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