Every time you send an email to your subscriber list you need to have a goal. If your goal is to convert them into buyers, using CTAs in your message is a great way to get started. Interacting with your customers and prospects through a “Call To Action” is a great way to build trust and confidence. It’s also an excellent way to gather information about your prospects for future marketing use.
What is a CTA?
A CTA, or “Call To Action”, is an element that EVERY email should have. They are designed to prompt your reader to perform a task. It’s a “give” and “take”. You give valuable information or offers and take information that will help you learn more about your prospect. It needs to be clear, compelling, and persuasive in a way that will make your reader want to take action. When an action is taken, you are well on your way to converting the reader into a warm prospect or new customer. Many email campaigns are sent for entertainment or informative purposes, but if you want to create revenue and convert subscribers into buyers, you need to direct them to specific landing pages with offers that go beyond their “in” box.
Elements of an effective CTA
I’ll say it again, every email needs a CTA. Why? After digesting your message, the reader needs to have a clear idea of what to do next. Without a CTA, they’re just left hanging. As every email message is unique, so too should the CTA. Below are a few thoughts to ponder as you craft a CTA for your next email campaign:
- Short and to the point. You’re not writing a novel here; just include the basic information. Examples include: “Read More”, “Download The App”, “Shop/Buy Now”, Etc. Keep it relevant to the entire email message.
- Create urgency. Choose your words according to what you want your recipient to do and when. If you want them to download something, use words like “Download Your E-Book Today”, or if you want them to buy a specific product, use “Buy Today”. It’s also a good idea to put an expiration date on special price offers.
- Placement. Go “above the fold”. The offer button for your CTA should always be in a place that requires no scrolling. We want the offer to stand out toward the top of the message in case your recipient doesn’t read the entire message. Staying “above the fold” will capture the optimal amount of clicks.
- Stand out. Whether you are using an offer button or a link in the copy of the message, it must stand out. If the primary colors in your email are blue and black, use a red, green, or some other color that will draw the eye to the offer and prompt action.
- One CTA per email. This is a great rule of thumb when creating an email campaign. Don’t ask the reader make a decision on which offer to act on. This CTA offer needs to be specific to the message in the email to tie everything together.
- What’s on the landing page? When your reader clicks on the offer button or link they will be steered to a landing page. The landing page will restate the offer and ask a few questions about the reader. This is where you can gather valuable information about them that will help you convert them into buyers.
CTAs are important because subscribers always want to know “what’s in it for me”. Today’s buyer is different than the buyer just a few years ago. You have to do more to earn their business than just call them or email them over and over again. You earn their business by giving valuable information, providing free advice that will aid their success, and showing that you are the expert. In order to “GET”, you must “Give”.
Joel Byford, Business Director, GreenMail Inc.