Great email call to action example – from a phisher


Even the criminals are looking to improve their results though better creative design. I was intrigued to receive this phishing email today as it shows some clear email marketing best practice.

Phising email example creative
Call to action buttons c/o Royal Bank of Canada

In particular the two very clear, well placed call to action buttons caught my eye. I also liked the fact that two options were given so that all readers had one that applied to them. Of course given this is a phishing email I wouldn’t expect anyone to be clicking the ‘That was me’.

Given this email was a cut above the average poor quality phishing email I dissected it further. What I found was that the two buttons were in fact linked directly from the Royal Bank of Canada website. Its clear the email is a rip-off of a similar Royal Bank of Canada email but changed to Lloyds TSB.

In case you wanted to know, both buttons went to the same place.

If this was a real email I can see several improvements that could improve click-through rate. For the sake of not wishing to help phishers I’m not publishing them here. If you would like to know, contact me and I will share them with you, assuming you are of course a legitimate and legal marketer. I’m not looking to move to the dark side!

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Tim has over 8 years experience in B2C and B2B Email Marketing. He is an Email Marketing Consultant and founder of Zettasphere, helping email marketers get better results and improve revenue from email. An active email industry commentator, DMA Email Council member and chairman of the DMA Email Best Practice hub. He enjoys pushing the boundaries as email continually evolves.