How to Write Result Oriented Calls to Action
Consumers are smart. They know when they’re being sold to and they know when you’re not being authentic. That’s why it’s so important to learn how to craft effective calls to action for your email marketing messages. A well-crafted CTA will help you to encourage your subscribers to take the action that you want them to take. Here are some tips for writing effective CTAs.
Type of CTA
In an email, there can be two types of CTAs. They can be hyperlinked text or an image that is linked to the landing page you want them to go to. Whether you choose to use an image-button or hyperlinked text, it depends on the type of emails you send.
If you typically send text-based emails, you’ll need to use a long link that doesn’t always look great, but if you use a hyperlinked image, sometimes the image button will be blocked. One way to fix this problem is to send text-based emails and use short links that explain what the link is going to.
For example, www.yourwebsiteurl.com/getmoretimenow or you can use a shortening service like TinyURL.com, Bitly.com, or a plugin such as Pretty Links to create your links so that they look nice. If you are in a very visual niche, your audience may not block HTML based emails. In which case, using button-linked images will work fine. Hint: Test.Test.Test
Where you put your CTA in an email is also very important. If your audience doesn’t see your CTA, they can’t take the action you want them to take. You can place your CTA above the fold, within the copy of your email, after your email address, and even in the postscript of your email message. It’s important to place the CTA in the right place, based on your audience’s reading and click-through habits. It is also a good idea to ensure every email has your CTA added at least twice.
Size & Color & White Space
If you use a button it’s important that you surround it with plenty of white space to make it stand out. Even with hyperlinked text, it’s important to make sure it stands out by using whitespace and color effectively. You can also make the hyperlinked text a little larger.
The point is to use the tools that you will make your CTA stand out so that people see it and want to click it and follow it. Ensure that your colors match your branding, look great on mobile devices, and that the size is right for any type of device or browser that your audience is using to read their emails.
It also helps to include copy that helps reduce your audience’s feeling of risk by clicking through to see what you’re offering to them. Mention any type of money back guarantees, or words that imply a low risk to the email recipients. This type of wording will help ensure that more people will click your CTAs. Remember not to exaggerate, and be honest about the benefits and the risks.
When you take the time to create calls to action that get results, it’ll pay off by ensuring that more of your audience receives the benefits of your offers, increases your return on investment, and will keep more of your audience interested in staying on your email list. Another thing that will help you get the most out of email marketing is to understand more about copywriting. We will follow up in a future email our tips on copywriting.
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