The Call To Action (CTA) is where the reader is asked to do something in order to move on.
The email has reached the point where the reader gets to decide whether to take the requested action or to click away.
I suggest you only use one or two Calls To Action per email. This helps to avoid the spam filters. There should always be a CTA near the end of the email, before the sign off or in the P.S.
You can also add another CTA after the first sentence or two to cater for busy people who just want to go straight to the offer page.
Your entire email should be congruent so it leads the reader from the subject line down to the CTA where they take the desired action.
Email is a personal method of contacting people, so your call to action should be personal as well as telling them what to do next. You should write the CTA in the first person rather than a second or third person or a generic CTA, i.e. not Click Here or similar.
A recent survey showed that by talking directly to your reader, like you would do with a friend, you should get a 90% increase in clicks.
Try to make the call to action sound like your offer is especially meant for them. This small change in perspective can make a big difference to your click through rates. As a reader, they subconsciously believe that this offer is just for them.
If your offer is a discount or a buy one get one free, state the exact price value they will save. They will be much more likely to click through if they know what is in it for them.
Many action words don’t work. Some words will cause the reader stress or even make them uncomfortable. These words include submit, enter, click, and download. This is not how you would talk to people in a conversation.
Instead, use short phrases like “Get started”, “Start Here”, “Start Now“ All are CTA which all work well”
Create urgency, Fear Of Missing Out (FOMO).
If the offer is a limited time offer or your email is otherwise time-sensitive, use an effective CTA to raise the sense of urgency. People hate missing out, especially on limited time offers.
Use CTA text that tells your reader that they have to act now or they will miss out on any savings. While adding “Now” in the CTA, is the easy option, try using different phrases that raise the urgency. For example, ‘Watch this video”, “Let’s go”, “Get it before your friends do” or “Offer ends at midnight tonight” or perhaps “buy now and save” before the price goes back up.
Email best practices for CTA buttons
Mobile devices rely on touchscreens so consider using bolder text and even contrasting colors to make the CTA text stand out. If your email is cluttered, the CTA will be difficult to find even if it is bright and bold. Leave some white space around your CTA so readers can see it instantly.
Keep testing your CTAs. The advantage of email marketing campaigns is that you can always test for best results.
Call To Action checklist
Write your email like a short story that leads the reader to the end of the email and the CTA.
Put CTA buttons about two sentences from the start of the body copy and at the end of the email before the sign off or in the P.S.
Write the CTA using personalised text and action words that create urgency.
Split test your emails and CTA text to find the best combination for the best response.
