Email CTAs that get all the clicks

Ever think about the emails you open and just what exactly made you open them?

And of the emails you open, ever wonder what makes you click on a link inside?

In this series, we’ve shared strategies and practical ways to get your email lists growing and your campaigns flowing. 

If you’re ready to find out how to create more effective calls to action in emails, read on!

Oops, I clicked it again

Let’s recap our email series. 

We first explained why general messaging is usually not enough to keep people engaged and how segmentation and grouping make your mailings more relevant to subscribers. 

Then, we talked about perhaps upping your email cadence and showing you why you might not be sending enough emails to your customers.

Next, we shared a super cool four-point website audit that helps you build your email list faster, creating more eyeballs hungry for your emails.

And if they are reading your emails — congrats! Half the hard work is over. 

Now it’s time to direct readers to do something. That means being really clear about what you want them to do next by crafting an excellent call to action, known in the marketing world as the “CTA.”

Click it, baby, one more time

Your CTA is an invitation for prospects and customers to take a desired action or the next step to engage them further with your brand. 

In consumer marketing, common CTAs can include different language depending on where they’re placed, for example: 

  • On a website: “Start your free 7-day trial”
  • In a blog post: “Join our community”
  • At the end of a video: “Hit those Like and Subscribe buttons!”
  • In a sales email: “Beat the backorder, buy today” 

For financial and/or B2B communications, the sales cycle is almost always longer. So your CTA should reflect the prospect’s point in the sales funnel and seek to move them to the next stage of their journey.

In any case, ensuring your CTA is as compelling as possible means following these four rules:

  1. Always use a CTA: Don’t send an email, post a blog, or create a video without including some kind of call to action. According to research, emails with a single CTA can increase clicks by as much as 371% and sales by as much as 1,617%. 😲
  2. One CTA per message: For websites, HubSpot advises creating multiple CTAs for different audiences and goals. But for emails, including multiple CTAs in a single message may dilute response and confuse people, so err on the side of caution until you actually A/B split-test with your audience.
  3. Use action words: CTAs leverage power-verbs like “buy,” “shop,” or “order” because they direct specific action. If you’re consumer-focused, then try these action verbs: “download” or “subscribe” or “fill out a form for …” or “find out how to …”
  4. Include unique selling proposition (USP) or fear of missing out (FOMO) language: A powerful CTA should convey how taking this step will help them do something better, easier, faster, cheaper, or avoid missing out on these benefits. Consider:
    • Get a no-obligation portfolio risk analysis today.
    • Reduce your FICA self-employment taxes.
    • Last chance. Sign up for our webinar now.
    • Don’t miss another content deadline.

All content marketing needs a call to action, especially email. Don’t let ‘em get away without clear directions spelling out what you want them to do next.

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