Wednesday, November 12, 2008

Calls to action – too many or too few?

Every time I send out a direct email campaign to our customers or prospects, I can’t help but wonder – should I include more than one call to action? If I’m sending an invitation to a webinar and my goal is to get as many people register as possible, should I throw in something that could be of value as well? May be a whitepaper or a previous webinar archive?

I guess, the best answer is probably to test it. But in a B to B environment you don’t always have 2 days to see the results. And you can’t rely on the history because in the 20 direct email campaigns that we’ve done in the last year, we’ve seen dramatically different results. Our customers seem to enjoy and appreciate additional information while the majority of the prospects usually get very distracted. So it’s all about the audience and finding the right balance for them.

But one thing is for sure. You can always have too many calls to action in an email but you can never go wrong with just one.