If your HTML email marketing has one purpose, to drive traffic to your website, don't make your readers dig to find that all important link. Using graphic-only buttons and text links indistinguishable from the rest of the copy is a sure way to lose your audience. With only a couple seconds to grab people's attention, and really small browser windows - time and space are working against you.

Here are six basic design techniques you can use to draw attention to your email marketing call to action (CTA):

1. Text treatment: Perhaps the easiest way to get attention is to give your call to action visual contrast from the rest of the content. Add a splash of color or make it big and bold. If your CTA is a text link, make sure people know to click on it. One simple way is to make text links blue and underlined. Several years of website browsing has trained us to recognize this as a link.

The CTA can't be avoided here, and the links are are obviously clickable.

2. Content: Grab the reader's attention quickly. Keep your messaging, link text, and button text short and to the point. At the same time make sure your CTA is instructive and enticing. Gone are the days of simply using the words "click here". Give people a reason to click, and tell them what will happen if they do (i.e. register, download, subscribe, buy, etc.) Read: 8 Tips for a Stronger Call To Action

It's pretty obvious what the recipient will do by clicking on the CTA. Plus it's FREE!

3. Position: Make sure you place your call to action where it will be most visible - the closer to the top the better. Email browser windows are really small, 400-600 pixels wide and a few hundred pixels tall on average. And many readers will not scroll down to view long email messages, especially if there isn't enough to entice them at first glance.

The CTA is one of the first things the recipient sees.

4. Clear path: Keep your email focused by limiting the number of additional paths or exits the reader might take. The more options given, the less concentrated your website traffic will be. Direct people along a clear path to ensure they will reach the intended goal.

5. Repetition: Give people multiple opportunities to click. Readers' habits differ drastically - some will be more inclined to click on graphical buttons or banners, others will click on text links. Some people might start reading at the top, others may skip to the bottom, and most people scan the page for relevant content to get to the main idea and make a quick decision about whether or not to engage further. Providing different types of links will help capture more readers. Email marketing messages that run long on content should repeat the call to action at least a few times throughout the layout, rather than just one CTA stuck at the bottom.

This email is focused with lots of links but only two paths to take. And the CTA is repeated throughout the email, providing multiple opportunities to "Apply Today!".

6. Graphical Embellishment: Using graphics is a great way to draw a reader's eye to important links. Add an icon, logo or arrow to a link or button. Add a colorful box around your call to action to make it stand out. By contrast, limit the amount of visual enticement elsewhere in the design.

The big orange box with link is created with HTML, so it appears for everybody instantly. Once the images are "turned on" the graphics draw your attention to the CTA and link.

You are probably aware of the pitfalls of using heavy graphics in HTML email marketing. Many email browsers don't display images without the user actively turning the images on. In some cases alternate text (text that is added to the HTML code to describe the image) will display in place of the image. But in the case of Outlook 2007, users see a big red x with the text "Right-click here to download the pictures". Read: Preview Pane Design: 7 Real-World Examples

This doesn't mean you should abandon images completely, but use them appropriately.

First make sure your CTA hooks your readers with attractively styled text and layout using HTML. Images can then be used as added embellishment. Sure readers will see some missing images at first, but the important information will be visible. If people feel the email is worth their attention, they will be more inclined to turn the images on. Once the images are on the full design can go to work directing readers where to look, and delivering the branded experience. Read: Designing HTML Email From the Top

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About the Author

Dean Silvestri is a freelance multimedia developer and owner of Atlas Projects. He works directly with clients such as Lyris to design and develop HTML emails, landing pages, banner ads, presentations, Web sites, demo videos, and other marketing material.

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