Email marketers are aware that a compelling call-to-action (CTA) can make the difference between a successful campaign and one that gets no results. Of course, your whole email is a CTA, starting from the subject line and ending with that big, shiny button you want people to click on. So how do you get them to click? That’s what we’re going to focus on today, and list three of the best tips to help you write better CTAs.
Get your subscribers to take action
Whenever you word your CTA, remember why it’s called “call-to-action” – because it’s supposed to encourage your subscribers to take a specific action.
Whether you’re launching a new product or service, or you’re sending them a free resource, always ask yourself what is the action you want people to take. Sign up, download, buy? Phrase your CTA around this idea, while trying to stay away from over-used formulas such as “Click here” or “Buy now.” Instead, search for a less aggressive alternative that describes the benefit.
Let’s say you get an email that tries to sell you a new elliptical machine. Would you click on a button that says “Buy now”? Most likely not, unless you’ve been waiting for this elliptical your whole life and you know it’s exactly what you’re looking for. In most cases, though, you want to learn more about a product before you decide on purchasing it, right?
But what if the CTA button said “Stay in shape”? Would you be more inclined to click on that? If the answer is “yes,” it’s because this CTA revolves around your own benefit (who doesn’t want to stay in shape?) and what the sender can do to help you achieve that benefit. No one urges you to buy now, but invites you to take a look, learn more about the product, and discover how it will help you.
Polish up your design
The way your CTA looks is as important as the words you use. Color plays a crucial role in marketing, and especially when it comes to determining people to take action.
While blue conveys a message of trust, green is the color of balance, and red is a symbol of energy. Each color sends out a particular vibe, and that’s why you have to choose them carefully.
When it comes to CTAs, it’s best to stick to the colors of your logo. If you want to go for a different shade, take some time to study its effects and ensure it fits your brand.
Another aspect to keep in mind is the size and shape of your CTA button. Some marketers go for big, flashy designs. While they’re impossible to miss, they can also be irritating, so try to find the perfect balance between remarkable and classy.
Where do you place your CTA?
Your CTA’s mission is to get more people on your landing page and eventually drive conversions. The most common strategy is to place the CTA button at the end of your email. However, some of your subscribers may not scroll down to the bottom. We all skim through online content, and email content is no exception. What should a marketer do?
Include your CTA in both the copy and the final button. In the copy, add a link to your landing page on a relevant word – again, keep away from pushy phrases and focus on the user’s benefit. Make sure your link appears somewhere in the middle of your copy and that it’s clickable. Then, place a button, and if you still have some text to add, you can throw in a third CTA in a post scriptum. Some marketers approach this technique with great results. Of course, if your email marketing copy is displayed in a more visual appealing manner, you can place one of your CTAs above the fold.
A few bonus tips to help you increase your conversions
- before they get to see your CTA, your subscribers first see your subject line. Make the time to create several versions before you choose the final one. Keep it concise and entertaining, and don’t use spammy words, or it will affect your delivery rates.
- speaking of delivery rates: have you pruned your email list? Before you send out your campaign, use an email validation system to remove unwanted contacts. Also, to keep your database clean, install an email verification API on your signup forms.
- your content should be your number one conversion driver. If you don’t feel confident about it, hire a professional. An experienced copywriter can turn your email marketing around and help you achieve higher open and click-through rates.