E-mails are nothing without a call to action. Simply put, they have no real purpose without a call to action. The “action” you want the user to take, can vary. However, if you’re serious about your business, the place where each email ultimately leads to is a landing page.
How to “call for action”?
Email marketing’s call to action is a bit of a mind-bender. On one hand, you have a client who will never think about what you want from him, unless you make it clear. On the other hand, there is a client who’ll simply leave if you “pressure” him. Although the idea that the truth lies between the two extremes was rejected by philosophers, it still stands true for email marketing.
Some people have problems distinguishing between a clear call to action and pressuring the client to make a purchase. The first one is a practice you should employ at all times, but a “negative” sort of pressure will make you look stupid.
Basically, you should call for action by telling the recipient what to do if they’re interested. Of course, don’t hesitate to up the interest by telling the reader why he should commit to your call-to-action.
6 Tips for a Better Call to Action
Let’s jump to the tips that will help you create a better call to action:
1. Unless it’s a sales e-mail, use phrases like “learn more” instead of “click here”.
“Click here” doesn’t really give an idea of what’s inside the page you’re linking. If you must tell “click”, elaborate on the link and tell exactly what’s inside and what it offers to the one reading your e-mail. Email marketing’s call to action relies more on the informative side – most conversions are still done in landing pages.
2. The call placement.
You should position the CTA somewhere high in the page, not only in the bottom. See #6
3. Links, links, links.
People like to do things fast. First of all, adding many links in your page will save time for impulse buyers; secondly, it will give ground to questions like “what to click”.
4. Use markup to your advantage.
Bold text gets noticed easier. So does italics, to some extent. This is obvious, but is often misused or forgotten altogether.
5. Measure and analyze what gets you the most clicks.
If your campaign uses Google Analytics, try adding UTM Link tags. Add these tags to your links. For example, specify a location in the page – footer, header, body.
In time, you will see that you’re able to remove some links which don’t do much, and replace them with useful content.
6. Spread the calls to action within an F-shape across the page.
They will get more attention that way. Although a pretty old piece of research, it’s useful, nevertheless. Read more about the F reading pattern right here. Basically, be sure to remember that your links are well-placed, and informative, and then focus on everything else. Email marketings’ call to action has, however, always been less about “where to click” and more about “why to click”.