Your email marketing campaign’s call-to-action (CTA) helps to elicit a response from your recipients. This could be anything from a coupon code to a brochure download, or anything in between.
Unless your email marketing content is purely informational, there’s always a result you hope to have your target audience complete. It’s the purpose of sending the email marketing campaign in the first place.
Today, we review 4 ways you can help make your call-to-action (CTA) more effective:
#1: Make Sure Your Call-to-Action Is Understandable
Your call-to-action should be short, sweet and very clear to the recipient. If there’s confusion about what the reader needs to do, they likely won’t do it. Use verbs to guide the reader, such as “learn more” or “shop now”.
#2: Avoid Having More than One Call-to-Action
Tests have shown that email marketing campaigns with one singular call-to-action perform much better than those with two or more. Conversion rates were 12 times greater! If you do insist on more than one, be sure that they relate to each other.
#3: Provide a Sense of Urgency in Your Email Marketing Campaign
According to Practical eCommerce, the word ‘now’ is seen on more than one-third of Amazon’s product pages. By adding a sense of urgency to your call-to-action (CTA), increase chances of a conversion exactly when and where your email is read by the recipient.
#4: When in Doubt, Test Your CTAs!
Similar to the way you might test multiple email subject lines, don’t hesitate to test two or more separate CTAs to a subset of your email marketing list. This will help you determine which is most actionable for the bulk of your list.
Alert Solutions has many more email marketing tips and tricks you will find helpful. Find them all here!