How To Get Your Call To Action (CTA) Right


The call to action, or CTA, is one of the most crucial elements when developing an email marketing campaign. A call-to-action email button piques a subscriber's interest and prods them to take action. These straightforward buttons have the ability to alter an email marketing campaign drastically.

A call to action (CTA) in an email is what, exactly?

An email marketing call to action is a button or line of text that links to a brand's preferred website. A CTA's purpose is to motivate customers to take action.

Brands use CTAs to encourage users to take action beyond simple reading.

Users who click on these links are taken to the home page, product page, or another content resource of the brand, where they have more opportunities to discover more about it, make a purchase, and do other things.

What makes a call to action crucial?

CTAs are a crucial component of an email marketer's toolkit. The difference between good and great emails can be found in these straightforward but effective buttons because an email, regardless of the campaign it is used in, should continue a dialogue or interaction between a brand and a customer.

An email should contain at least one CTA to encourage interaction, whether a brand is sending out a newsletter, thanking a user for a purchase, or reminding a customer about their full cart.

Despite being necessary, these buttons are not always the simplest components to embed.

Marketers need to experiment with their CTAs to engage their audiences at the appropriate time and combat reader fatigue.

5 pointers for using CTAs in email marketing effectively

1. Number of calls to action

It may appear that adding more CTAs gives subscribers more choices, increasing their engagement with your brand, but that isn't always the case. Marketing campaigns that use CTAs must strike a balance between complexity and options.

Subscribers may become overwhelmed if there are too many calls to action in your email. Make the decision simple by only offering one call to action; if you must include another, give it more weight by changing its color or positioning it in a different part of your email.

2. Placement

The ideal location for a call to action in an email is a topic of considerable discussion. Your call to action should be "above the fold," according to some email marketing experts, meaning subscribers should be able to see it without having to scroll down. Others contend that it makes the most sense to include the call to action at the bottom of an email.

Use common sense to decide which of these is appropriate for your email since both of these are correct. A call to action should be placed above the fold if your subscriber can quickly understand its purpose. To the contrary, place the call to action at the end of the email if your offer needs some clarification.

3. Design

Your email's call-to-action button should be prominent. As a result, you should make a few design choices that motivate readers to click. Here is a list to think about:

4. Call to action copy

Don't underestimate the importance of the language you use in your call to action. Your call to action's language provides subscribers with the direction they need to take the desired action. To ensure proper wording, follow these guidelines:

5. Test your CTA

A small change in your call to action can make a big difference. You might not expect higher click-through rates as a result of moving your call to action above the fold or changing the color, but it happens all the time. This is why testing is crucial.

From placement to copy, you can test various aspects of your call to action and let your audience’s response decide what’s best. Also, make sure to only test one change at a time. If you make 3 changes you’ll never know what was effective or ineffective about the changes.

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