Each email you send should incorporate a clear Call-to-Action (CTA), guiding subscribers towards the ultimate goal: making a purchase. The CTA should succinctly outline the next step for the reader after they’ve finished reading. Each email should focus on a single CTA tailored to its unique content and context.
What Is a Call to Action (CTA)?
A Call-to-Action (CTA) in marketing signifies the desired action the marketer prompts their audience or readers to take next. This action can directly lead to sales, such as clicking a “buy” button to finalize a purchase, or it can guide the audience closer to becoming consumers of the company’s products or services.
What is a CTA in email marketing?
CTA is short for “Call to Action.” In email marketing, a CTA typically appears as a button or link prompting the reader to take a specific action, such as “Buy Now,” “Learn More,” or “Sign Up.” It serves as a guide, directing the reader on what step to take next. Email marketers leverage CTAs to steer their audience towards desired actions, such as making a purchase, reading a blog post, or subscribing to a newsletter.
The function of CTAs in newsletters:
1. Draws attention
2. Inspires and guides potential buyers to proceed to the next stage of the sales funnel
3. Minimizes the number of clicks for subscribers
4. Identifies a sales target
5. Subtly encourages clients towards making a purchase
6. Facilitates the collection of additional information about subscribers (if form filling is required)
7. Assists in segmenting subscribers (e.g., based on gender)
Consider the optimal timing for extending offers such as subscribing, purchasing a product, joining a community, sharing with friends, filling out a form, or leaving a review, based on the different stages of your relationship with various segments of your audience. Understanding your audience is crucial for enhancing the effectiveness of your CTAs. Segment, categorize, and explore new attributes and characteristics of your audience.
The rules of CTA creation
Ensure clarity.
An impactful CTA consists of 2-5 words.
Ensure it’s action-oriented.
Begin your CTA with “Download” or “Start My Free Trial Now”.
Ensure it’s eye-catching:
Ensure the CTA button stands out by contrasting it with the rest of the email; color is key. Bold, contrasting colors typically outshine those that blend with the landing page theme. For instance, Carelogger boosted conversions by 34% by switching their red button to green. Additionally, consider the button’s size; it shouldn’t be oversized, yet if it’s too small, it risks being overlooked.
Position the CTA above the fold:
Ensure visitors can view your CTA without scrolling, boosting click-through rates. Consider the page flow when determining the button’s placement.
Types of Call-to-Action
Call-to-Action Button:
This type is commonly used for promoting various products.
Dynamic Call-to-Actions:
The most effective CTAs utilize arrows to create a sense of movement. These graphics play a crucial role in guiding visitors towards the most impactful elements on the page.
Subscription Form CTA:
This type of CTA is versatile and can be used to promote training, webinars, social action, and more.
CTAs with Primary and Secondary Options:
This approach is ideal for promoting various events such as concerts and exhibitions. It’s also effective for facilitating purchases or pre-orders of products like computer games, software, and more.
Segmentation CTA:
Encourage visitors to self-segment effortlessly. This enables you to pinpoint your target audience, which can be utilized for selling gender-specific products like clothing, perfumes, jewelry, and more.
Video Presentation:
For businesses offering a single product, this option is optimal. Additionally, it’s well-suited for promoting events.
Hero Banner: A hero image is a prominent fashion banner placed prominently on a webpage. It serves as a focal point for promoting a specific product, collection, or key brand message. This approach is ideal for launching a new brand as it immediately communicates the product’s appearance and guides visitors to the next step. However, simply adding a large red button with “Buy all sizes immediately” won’t necessarily boost conversions or financial results. It’s crucial that your business interests align with those of the buyer. If your marketing strategy, including product, price, distribution channels, and promotional efforts, doesn’t resonate with the competitive