When optimising email content, a lot of time and creativity goes into the wording of product descriptions, test texts etc., as well as into layout and imagery. This is of course vital, as content and graphic design of an email are the key elements which persuade users to click. However, what is often neglected is the microcopy optimisatin, i.e. the labelling of buttons and links.
This neglect is a mistake. The wording of the microcopy may not allow much creative freedom, but it is of great importance as the buttons and links are what the user ultimately clicks on. Microcopy should at least be descriptive or explanatory, i.e. it should be obvious to the user what to expect when clicking on the button/link. Usually, a button/link is embedded in a context of other content so there is a link between the microcopy and the surrounding content. In an email, which links e.g. special products, the microcopy could contain a short teaser with the following description “click here to read the full article”. This makes it immediately clear to the user that he will be able to read the full article after clicking the link. A microcopy, such as “click here” only on the other hand would be ambiguous. In an e-commerce newsletter which links products, the microcopy should read, e.g. “to the product in the shop” or “place product in shopping basket” instead of only “to the shop”.

Include Call-to-action

Instead of “only” a description of the linked content, the microcopy can also contain a specific call-to-action for the user. This means the user is encouraged again to click on the button/link and to consume the content displayed on the landing page or at least carry out a conversion there. Referring to the previous examples, “click here to read the full article” would then become, e.g. “click here to learn more about this topic”. “place product in shopping basket” would become “order now and become a trend-setter”. As long as it fits in with your company image and is understood by the target group, the call-to-action may even be a little provocative or exaggerated.
When a button/link is predominantly stand-alone, i.e. it does not refer to other content of the email, e.g. a standard button for profile management, the microcopy should be self-explanatory and contain all important information: “View and manage your profile data” instead of “Profile”.

Button Microcopy

Button Microcopy

The microcopy of these buttons contains a call-to-action which further lowers the bar for the user through the words “for free”, as well as a description of the services the user subscribes to.

Test Different Microcopy Variants

As with all other elements of an email, it is important to identify the optimal solution for microcopy and this can best be done by testing a number of variants. You can find more on this topic in the article Optimising Marketing Emails Through A/B Tests. The microcopy does not need to be identical for each user, but may be individualised.