keywords blog

Return to the Blog Homepage

  • Crucial Calls to ActionCrucial Calls to Action

    • Date: 13/08/09

    • Category: Email Marketing

    The call to action does exactly what it says on the tin. Calls to action (or CTAs) invite (or even demand) that the reader makes some sort of decision that contributes to the overall objective of the email.

    Calls to action are always the line or phrase which turn (convert) prospects into customers. If your email is selling something, this may be “Buy now” or “Take action”. If your email is targeting potential subscribers, the call to action could be “Sign up now” or “Click here to subscribe”.

    Calls to action don’t always have to involve the reader clicking on a link. Emails can aim to change the reader’s mind or make them see things in a different light. In this sense, a call to action could be the punch line or final sentence which convinces the reader.

    Calls to action are probably the most important part of any email marketing campaign, as the whole point of email marketing and marketing in general is to generate sales, interest or even a response. Without a call to action, the email doesn’t have a point and the reader is left without an option. In most cases the call to action doesn’t always achieve its main objective, but it may get the reader to invest interest which could later prove worthwhile.

    Here are some tips for good calls to action.

    • Specific calls to action are much better than vague ones. If your call to action is to get them to click a link, tell them what the link does or where it’s taking them.
    • Don’t be restricted to just one call to action. Whilst too many can make a reader confused about what the email is trying to achieve, employing two or three situated in different parts of the email can see greater results. People respond differently to different elements of an email, so placing a call to action adjacent to the text, below the text and underneath images or figures is a better way to see a response.
    • Calls to action which are links have to be clickable. Beware of imbedding your call to action in an image as it may be flagged as spam, but similarly, ensure your link looks like a link and not just a piece of text.