What Makes Email Calls to Action Work

Posted by Webmaster - November 29, 2012 - Blog - No Comments

The call to action is where everything in your email marketing comes together. It’s where the culmination of all your work – from your marketing strategy to your subject line to your message itself – results in a click or a purchase. Having strong calls to action can make all the difference in the world.

So what makes calls to action work? How do you maximize your email click-throughs?

==> Make It Stand Out

Your call to action should garner more attention than anything else on your email. If you’re writing a text email, you could use arrows like this to showcase your call to action:

>>>>>> Call to Action Here

If you’re using HTML emails, you can use well-designed buttons to get people to click. You can also show previews of products or websites to entice clicks.

==> Give a Unique Reason to Click Now

Why should they click on your link right now? Give them a unique reason.

If your reason is the same every time (e.g. “Click to buy our product”), there’s no reason for people to click right now. On the other hand, if there’s a reason that’s unique to this email, they’re much more likely to click.

For example, “Click to see our January special.” Or, “Click to register for a webinar that’s in three days.” Or, “Click to see a test bonus that’s only offered to 300 people.”

Give people a unique reason to click right now, even if what you’re selling is the same.

==> Tell Them What to Do

Tell people exactly what you want them to do. Brands are probably the biggest offenders of this. Don’t just put a picture of your product or your website. Actually tell people what to do.

Good calls to action include:

* Click below to watch this free video
* Join our newsletter here
* Order now to get your discount. Click here

Be precise and assertive.

==> Split Test Calls to Action

Split testing your calls to action early can have an enormous impact over the life of your email marketing campaigns.

Does your audience respond better to red or blue buttons? Big or small buttons? To “learn more” or “add to cart?”

Even text call to action should be tested. Does an early call to action work better, or a late call to action? Does “=====>” work better, or “>>>>>>>>”?

Test these one for your entire list, then implement what you learn in all your emails going forward.

You’d be shocked at how much difference a call to action can make. Just changing the wording of your call to action can increase your CTRs by as much as 30%. It’s one of the most important things you could split test.