How to Achieve the Goal of Email Marketing Campaigns - Call to Action Email
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| How to Achieve the Goal of Email Marketing Campaigns - Call to Action Email |
- Choosing an attractive subject line that compels the recipient to open and read the email.
- Including a highly enticing offer.
- Incorporating a Call to Action (CTA) button is one of the most crucial elements in convincing recipients to take the required action.
The reason could be the Call to Action button, which may fail to deliver the desired results from your marketing email if it lacks the key components necessary for creating an effective invitation for recipients to take the desired action in email campaigns.
Let's first understand what a Call to Action button is and why it is one of the most important elements in email marketing.
What is a Call to Action Button, and Why is it Important in Email Marketing?
The Call to Action (CTA) button is the element that connects the email to the website or app that contains the details of the product or services being marketed.This button is the most crucial part of your email because it increases the likelihood of website or app visits by clearly outlining the next step that recipients should take, such as reading more or obtaining discounts and offers.
Some tests have shown that relying on a CTA button can increase the click-through rate to your website or app by 28% compared to just including a link to the product or services in the email. This is because the CTA button has some unique features that links in the content do not have:
- Size: The CTA button is usually much larger than the text or link in the content, drawing the recipient's attention.
- Design: Buttons include design elements that links do not, such as shadows, color gradients, and various effects that make the button stand out and appeal to the recipient.
- Colors and White Space: The different colors of the button compared to the background and text, along with the white space surrounding it, enhance visual focus, making the eye naturally gravitate toward it.
How to Use the Call to Action Button in an Email?
Once the reader has an idea about the content of your email and what products or services it offers, the prominent CTA button at the bottom of the page will entice them to learn more by clicking on it.This action increases visits to the website or app, enhancing the chances of achieving the marketing goals via email. Additionally, the Call to Action button tests the level of trust that users have in your company.
If they like what you offer and how it’s presented, they’ll want to know more, proving that you’re worthy of their time and attention.
Let's look at some examples of how major companies use Call to Action buttons:
- Dropbox: The CTA button in this Dropbox email is simple and incorporates many aspects of the brand, such as colors. However, the button offers users a discount for using the site, making it compelling for the reader to think about the benefit they would gain by subscribing to the service.
- Netflix: Netflix, the online streaming service, offers customers a free one-month trial. The idea of using red for the CTA button is clever, as the color red, according to psychological studies, induces a desire to take action. Therefore, using red for the Call to Action buttons is ideal.
Read also: 7 Tips to Become a Successful Content Writer
How to Write a Call to Action Phrase?
To write an effective CTA phrase in an email marketing campaign, you need to consider what will attract the recipients. Is it free offers, discounts, or giving them a chance to try your products at no cost? By determining what customers desire, you can easily craft such phrases to meet their needs. The best way to understand how to write a Call to Action phrase is by looking at examples from companies that know their audience and understand how to engage people from the start.There are two main aspects every Call to Action button should have:
1. The Marketing Phrase on the Call to Action Button:
Choosing the right words for the button is crucial, as it informs the reader of the action they need to take and encourages them to do so. When selecting these words, consider the following:Be Specific:
Choose words that clearly express the action the recipient needs to take to get the offered deal or service. Humans generally dislike ambiguity, so you should be as clear as possible about what they will receive after clicking the button. This transparency also eliminates doubts and makes users feel secure, especially with the prevalence of misleading ads that might harm their devices. For instance, the eWebDesign team understands this principle well, using precise phrases in their CTA buttons so that every reader knows exactly what will happen when they click.Focus on Benefits:
Avoid using too much text that might bore the recipients. Since people value their time, you should promise them a benefit they will get immediately after clicking the button, prompting them to take the desired action to enjoy the offer or service you provide. A good example is the recent campaign by Camping Monitor on how to write CTA phrases for email marketing. Instead of using generic phrases like "Read More," they encouraged clicks by highlighting the benefit with the phrase "Learn How to Write a Marketing Email."Avoid Direct Commands:
Commanding language might suggest to the reader that they must do something they don’t necessarily want to do. This approach does not entice recipients to take the desired action. Instead, the benefit they’ll receive should drive their desire to purchase, request, or download. To avoid using command language, replace it with words like "Get" or "Learn," followed by a phrase that explains the benefit, such as "Get Your Free Account Now."Examples of direct command words include:
- Download Now
- Buy Now
- Order Now
- Register Now
Use Pronouns Wisely:
Studies show that people are more inclined to purchase when ownership is attributed to them. Therefore, when creating CTA buttons for your email marketing campaigns, use first-person pronouns. Transferring ownership from you to the recipient stimulates their desire not to miss out. When Unbounce changed the word "Your" to "My" in their CTA buttons, they saw a 90% increase in engagement.2. The Design of the CTA Button:
Alongside the marketing phrase, the design of the button is the other crucial element to consider, and it should be designed with the following in mind:- Make the Button Stand Out: First and foremost, ensure that the CTA buttons stand out from the rest of your content to make sure they catch the recipient’s eye. One of the best ways to do this is by choosing a button color that contrasts with the other colors used in your email marketing campaign. For example, Freshbooks uses a green CTA button in their email, which contrasts sharply with the overall blue and gray color scheme, making it more noticeable.
- Keep It Familiar: People have been clicking buttons on the internet for years, and they know what to do next. Always use simple button designs that look familiar to users. Studies have shown that unfamiliar buttons lead to fewer clicks.
- Choose the Right Size: Tests have shown that excessively large CTA buttons are not favored. You should choose a size that is neither too large nor too small.
- Surround the Button with White Space: Adding ample white space around CTA buttons encourages clicks by visually separating them from other elements in your email and helping to focus the reader’s attention on them at the right moment. A good example of this is the interior design series from InVision. By adding generous white space around the primary CTA button in the email, they draw the reader’s attention and clarify what the next step should be.