Email marketing has become a gold mine for businesses to advertise their product or service, which is why email call to actions have become an important tool for them to master. With the right call to action, an email can generate more leads to the advertiser, which in turn, could mean an increase in the number of customers and business activity. However, making a great call to action is quite a tricky task, and testing it can take a significant amount of time. Thus, it is important for businesses that engage in marketing through email to know how to make effective calls to action, so that the rest of the process, from testing it to actually rolling out an email marketing campaign, will be smoother.
Here are a number tips for making calls to action that are effective enough to induce action from the email recipients and potential customers
• The call to action can only be read by the recipient if his or her attention is captured from the start.
After all, how can an email recipient read through the call to action if he or she has already closed the email and sent it to trash? This is why the subject line is very important and directly relates to an effective call to action. Online readers have developed the skill of skimming through their email, and if they come across an email subject line that spells spam or scam, the higher the probability that the email will not be read and just be automatically deleted.
The subject line has to be personalized, containing the product or service, and answer the most important question for the reader: What’s in it for him or her? The email sender should tread the line of giving enough information in the subject line that is enticing to customers, at the same time not use words that email clients like Gmail or Yahoomail do not find spammy.
• Email call to actions can come in the form of buttons in the email’s body.
Of course, the button should not be the end-all and be-all of the call to action. However, email readers are more attracted to click on these buttons as opposed to clicking on a link because the visuals of a button compel people to act more than a word with an HTML link. The button should be simple and not too busy or complex that it could distract the reader’s attention. At the same time, it should be part of a set of instructions that tell the reader what to do. Yes, email readers need to be taken by the hand and guided on what to do with the buttons. It is important for the language of this set of guiding instructions to convey as sense of urgency as well.
• Email call to actions have to be tested.
Email marketing material senders have the option to do variant or AB testing, but to test the strength of a number of email calls to action, AB testing is recommended. In AB testing, all elements of the email, including subject, headline, body, and everything else are similar for all cases, except for the call to action. With everything the same on all emails except the calls to action, the sender can pinpoint which prompted the recipient to click through to the site or do the desired action.
Of course, it is understood that all the other elements (headline, subject, body, color of buttons, among others) have been tested already.
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