Marketers often call email a tried-and-true marketing tactic, but what often determines its success is the email’s call to action. Commonly called a CTA, a call to action captures a consumer’s attention and makes them act in a certain way. But, there are some savvy strategies to make CTAs in emails much more effective. Business2Community.com shared the following five ideas to make your CTA click with consumers.
1. Count on the Right Number of Calls to Action
If you think that the more CTAs you have in an email, the more engagement you’ll earn, think again. More isn’t always better, because having too many CTAs in an email can overwhelm readers or reduce the email’s overall impact. It’s usually better to have one compelling call to action that makes readers want act. If you feel the need for more, make your second call to action different by changing its placement, design, or color.
2. Be In the Right Place at the Right Time
The phrase “location is everything” doesn’t only apply to real estate. It also rings true for email CTAs. Marketing experts debate whether placement should be above the fold or at the end of an email, but the truth is that its position should be based on each case. If the purpose of the email is easily understood from the beginning, then placement of the CTA above the fold is best. If the promotion requires some explanation, then it belongs at the end.
3. Have Designs on the Best Design
Believe it or not, the design of the call to action can make a difference in its success. It needs to stand out, capture attention, and prompt people to click. Some ways to make CTAs pack a punch include:
- Create a call to action button: A button is better than a hyperlink because it can provide up to a 28% increase in conversion.
- Click more with color: Making your CTA button a different color than the rest of the text helps attract both attention and clicks.
- Be wise about size: Be sure that the call to action button is proportional in size to the rest of the email to create the optimal impression and presentation.
- See the light about white space: Surrounding the CTA button with white space helps draw the eye to it.
4. Choose Your Words Wisely
The words you choose to use in your call to action will affect its overall impact. They must express to the reader, in a clear and compelling way, the action you want them to take. Try these tips to make your words work well:
- Be brief: A CTA should be clear and concise. Try to limit yourself to just two to four words.
- Use action-prompting words: You want to grab a reader’s attention, so use words like ”Learn more,” “Read more,” “Download the e-book,” “Register now,” “Buy now,” “Order now,” and “Get free shipping.”
- Speak the same language: Use everyday language in your CTA to make it really relatable. Where applicable, include personal pronouns like “me” and “I” to keep it comfortable and conversational, such as “Sign me up” or “Yes, I want a free upgrade.”
5. Test for Success
The only way to optimize your message and avoid major mistakes is to repeatedly test its effect. After all, one tiny tweak can make a big difference in your results. Try to test a number of elements, such as design, word choice, and location of the call to the action. And test on a variety of audiences to ensure its effect on your target market.
Try these five strategies to make your email CTAs deliver more clicks.
Keep up with the latest trends in email marketing. Contact MDG Advertising.
MDG Advertising, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top branding firms. MDG’s capabilities include print advertising, direct mail marketing, branding, logo design, creative, media buying and planning, radio and TV advertising, outdoor, newspaper, digital marketing, website design and development, online video advertising, infographic development, email marketing, video marketing, mobile marketing, content marketing, social media marketing, paid search marketing, and SEO. To learn about the latest trends in advertising and branding, contact MDG Advertising.
Written by Michael Del Gigante