Published by Mayank Tomar on November 26, 2014
Letâs talk about call-to-action (CTA) buttons â the make or break your email conversions. As an email consultant, I have come across call-to-action buttons of different varieties, colors and sizes; in fact even emails without any call-to-action! This action button is the nerve center of your email â the one that defines the sole purpose of your email communication. So in this blog post Iâll share a few tips on what goes into making an effective call-to-action â one that your users will ârespondâ to and give you the clicks and the conversions.
1. Have content that leads readers to action: Merely placing a call-to-action button and expecting readers to respond wonât work. You need to have the action button in sync with your email content and flow. Your email content must be in a proper chronological order that guides readers to the next step. Keep the following aspects while designing the flow:
Following is a sample depiction of proper flow of content in an email:
2. Play the guide: The best way to get action from your readers is to guide them to what you want them to see in the mail. Human eyes tend to follow the direction it is pointed to. Use arrows, animation or image to point at the call-to-action and notice how it comes to life.
Thereâs no way youâl miss the CTA when itâs pointed out to.
3. Donât confuse: Users spend roughly 15 seconds on your email and if you confuse them by giving multiple calls to action, he might simply choose to ignore your email. Keep your email less complicated by having one primary CTA and a secondary CTA. It also makes sense to add those subtle links like social sharing buttons.
4. Keep it clearly visible: Sometimes we go so overboard designing the email that the call-to-action gets absorbed in the color theme. Considering the short attention span of your reader, you need to ensure your call-to-action stands out within the email. Your reader should be able to easily locate it while at the same time not get distracted away from the content. Here are some tips-
5. Choose your words carefully: Be persuasive without being pushy. Remember conversions happen at a basic psychological level and wrong choice of words can create obstacles that keep prospects from buying. Optimize the call-to-action by answering the âwhatâs in it for me?â aspect and showing value to your reader. Here are a couple of examples:
Download versus Get your free Guide
Buy now! versus Indulge
In the first example, the word âgetâ indicates a benefit and is one of the highest performing calls to action. Similarly in the second example, âBuy now!â evokes the fear of commitment and obligation, whereas âindulgeâ makes the experience a positive one.
Hope you found the tips helpful. Sharing a few good calls to action, as I sign off.
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Mayank is Senior Marketing Technologist & CSM at Netcore Solutions Pvt. Ltd. He enjoys solving digital marketing related challenges faced by today's marketer and also has a passion for outdoor & adventure sports.