Defining the purpose of a call to action is simple – you want to capture the attention of your audience while convincing them they should do something. But what does this really mean when it comes to email marketing? Look no further! Below you will find some best practices for creating effective calls to action within your next email marketing campaign:
Keep your entire email, including the call to action, clear, short, and simple.
When planning your email campaign, whether the overarching goal of the effort is general awareness or lead generation, it’s important to fully consider the strategy behind the call to actions that will compliment your message and act as the end goal for the user. Therefore, the email should be short in order to keep your audience’s attention throughout, while also being as clear and simple as possible so they fully understand the action you are asking them to take- such as “learn more here” or “sign up here.” This will help to increase clicks and engagement that navigate the user to the intended destination, such as a specific page on your website, a sign-up form for your email list, or an e-commerce site highlighting a current promotion.
Design your email to highlight and display your call to action in a unique way.
The strategy behind the creative design concept, or overall look and feel of your email, should be at least partially based around the goal of the call to action since this is ultimately where you want to drive attention and engagement of your audience. Therefore, designing the email where the call to action is presented in a way that the reader cannot miss even when skimming and scrolling through, is key in an effective marketing campaign. The call to action can be highlighted using a bright, bold button feature that is front and center within the email and essentially screams “click me” so it’s near impossible for the reader to pass by without curiosity of where this button leads to.
Offer something valuable with your call to action to help convert interested consumers into paying customers.
Another great way to produce the most effective call to actions within an email is to initially offer something for free to the audience. This automatically makes it more likely for most people to be intrigued enough to click through to see if the offer or resource is valuable enough to them to want to utilize or learn more about. This also helps to get consumers to the right place, such as a landing page for a promotion, to then jumpstart the conversion from an interested consumer to an actual paying customer. There are a lot of great ways to offer something that sparks interest to your readers and drive them to click on your call to action, such as a free trial, promotion, discount code, or a downloadable resource to help educate them about your organization’s product and/or service.
Generating not only awareness but direct click-throughs on a call to action is exactly the goal you want to achieve when implementing email marketing into your campaign strategy. While there are many ways to effectively create a call to action within an email, some key things to consider are keeping your messaging clear, short, and simple, designing your email so that the main action item stands out, and finally by offering something of value to your audience that will motivate interest and engagement.
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