In a recent test on its own newsletters, MarketingSherpa wanted to know which two- or three-word phrase could get subscribers to click through to another article. Here's what they measured:
- "Click to continue": 8.53% clicking through
- "Continue to article": 3.3% clicking through
- "Read more": (-)1.8% clicking through
MarketingSherpa shared, "With these results, we had a strong feeling that the front-runner, "Click to continue," would win in the A/B test, and it did -- producing 3.5% more clicks than "Continue to article." Needless to say, we immediately switched the words in our link in all of our newsletters."
The next time you send out an e-mail consider how important a few words in the title can make! Also consider that the least pushy wording got the most click throughs.