Don’t “Read More”, instead “Click to Continue”

Marketing Sherpa (Note: per MS policy this link is live only until September 18th) released a new study on the text used in email links for newsletters. Bottom line, people don’t read, so don’t give them a link to “Read more”. They won’t. Makes sense to me.

What click link words should you use?

Here were the differences in clickthroughs:

o “Click to continue”: 8.53%
o “Continue to article”: 3.3%
o “Read more”: (-)1.8%

As always, test in your industry for vocabulary that is appropriate. Test using more informative words, like words that relate to the topic.

One thought on “Don’t “Read More”, instead “Click to Continue””

Comments are closed.