Call to action (CTA) is essential for all your business’s marketing activity including your, email marketing. Your CTA is aiming to make your target audience sit up and pay attention. It should be clear so they know what action to take next.
Increase to your audience engagement
When you are developing the design and the content for your CTA you need to focus on your audience. By doing this will help you to create an effective CTA. In addition to this there are other elements to encourage your audience to click through and take the action you want them to.
Five CTA tips
1. The design
Your starting point is the design. Ensure that your CTA is attractive so your audience wants to click on it. There are lots of design techniques which can help to make it stand out. For example, using 3D or shadows which give depth and the appearance of a button. The classic technique is to give your CTA the appearance of a button to encourage people to click on it.
2. Use the right words
Using the correct language is even more important and it should communicate the value behind the action. Think about the reason why your audience should take the action you want them to. CTA’s need to be clear and assertive so command verbs work well. For example, contact us or get in touch. Depending on your product or service it may be worth using words that stimulate emotion or enthusiasm. For example, a treat or support. Another great tactic is FOMO (fear of missing out). This works well for luxury items like holidays and events.
3. Where to place your CTA with in an email
Many people opt for putting their CTA in middle of their email however depending on your message this may not be the best place. Deciding where to position your CTA can be more complicated than initially thought. For example, if you are sending an invite via email then adding a large RSVP button in the middle works well. Alternatively, if it is a regular news you may find top right corner or right-hand side bar is more effective.
4. How many CTA’s should you include?
Although it may be necessary to include more than one CTA in an email. For example, you may wish your audience to share on Facebook or download something. Do not add to may as it can confuse your audience. The recommendation is no more than two and make sure there is a significant difference between them.
5. Test
The only way to know whether your approach is working is to test it. The most effective way is A-B testing, This is where you test two variations of your CTA and compare which one is most effective. Once you understand this you can use the most effective one however, you should regularly test as things change.
In conclusion
Be aware that some email clients will automatically turn off the images. Therefore, you should check what your CTA and email looks like without images. Whatever CTA you opt for make sure you have a good design, the right words and placement. If you are unsure or have any questions about CTA’s or any other marketing activity. Please get in touch for a no obligation chat. Either call 07753941231, email or complete my online form.
