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% clickthrough rate
  • "Continue to article": 3.3% clickthrough rate
  • "Read more": (-)1.8% clickthrough rate

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.

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