Email marketing is a great way to get directly in front of your client base. When sending an e-blast, it is important to not only get your customers attention, but you also want to encourage them to click over to your website. We have studied the information on a few recent eblasts, and where people are clicking is very interesting!
See the eblast sample pictured below (click to enlarge):
This is a vacation rental company who sent a recent eblast offering specials and featuring specific homes. The majority of people are clicking on one of the areas that boasts up to 40% off! No big shock there, people are always looking for a deal.
Below the 40% off offer, there are 8 featured homes (which we have blurred out for privacy). This is where it gets interesting. Each featured home has a photo, the name of the home, and a button that says view availability. On each home, more people clicked on the photo than the view availability button.
Everyone knows the importance of having a call to action. But it is also important to make sure photos and other areas are linked as well. The more opportunities you give people to click the better!