Mastering the call to action

What do you want your subscribers to do, and why should they do it? In email marketing, that’s what your call to action should clearly and concisely communicate. Although a call to action is one of the most important factors driving conversion, many email marketers don’t give nearly enough attention to theirs.

We take a look at some of the ways you can create an effective call to action that goes beyond the generic “click here”.

Make your words count
Use a strong command verb to start each call to action. Sum up quickly and clearly what subscribers will get by clicking. Some examples include:
  • Download now
  • Sign up today
  • Buy now
  • Compare prices here
  • Take out your free trial now
  • Order yours here

Give readers a reason why they should take the action. 
In other words, what’s in it for them? Will it help them do their jobs better, lose weight, or save money? You may also want to highlight your offer compared to your competitors, such as free delivery. This is all about the benefit, make sure it’s clear.

Add a sense of urgency
Make the offer available for a limited time only or include an incentive for the first 50 respondents. This helps motivate a more immediate response. If subscribers leave the email message in their mailbox to return later, there’s a good chance they won’t.

Make it stand out
From a design perspective, you want to ensure that your call to action stands out. Don't hide it within a block of text. Separate the call to action out and ensure that there's white space surrounding it so that it stands out. Use a bold font and even a font that is a larger size than the rest of your email content. You could also try using an image as your call to action.