Sunday, 4 March 2012

Steps to Effective Email Calls to Action

Call to action is one of the most important aspects of email marketing, after all, without it -any email promotion will not be successful at all.  This is why it is imperative that your email call to action is clear, direct and can easily be understood.  The copywriting of your marketing email also needs to be targeted to your customers.

Now, if you are wondering as to why your email marketing is not directing enough traffic to your website – then you might want to look at your site’s content.  Take note that contents must be interesting and easily understandable.  If not, then do not expect visitors to continue with their actions.

Here are some additional ways to make effective email calls to action:

Deliver as much information on your call to action


We all know that we are only allowed limited characters in our call to action phrase - so make every character count. You will need to come up with compelling messages to encourage the reader to click on the attached link, while at the same time providing honest and useful information in order to direct traffic to your site.  After all, one of the most common reasons why readers click the link is to look for additional information - like pricing, pictures, other available products, and others.

By providing the right information to attract the reader’s attention – you will have a higher CTR or click-through rate, which is actually the common measurement of clicks to links.  This will also determine the traffic that is being directed to your website and may be quite an effective way to convert readers to customers.

However, it doesn’t entirely mean that if the reader link with your call to action and click on the link that he/she will definitely make a purchase or generate a lead.  But just like any other marketing promotion, this means that you already have a successful feedback because the reader clicked your link based on the description and information.  In other words, this implies an existing interest, which further means that there is a higher chance that your reader will actually make the purchase.

You can also attach direct and simple instructions as catch phrases for your call to action, like “For more information please click here” or “To learn more about the product please click here”.  This sends out the message that there is more, compared to merely putting “click here” alone.

Provide lots of Links


Create other paths to your site’s landing page by providing multiple links to your reader - so that the reader will be given a choice on which link to click.  This can be done thru your Twitter page, Facebook fan page, or directly to your company’s website, thus increasing CTR.

Other email calls to action would provide a link not only to the call to action but throughout the article as well, so they can have an option as to which link to choose. Or, if you are attaching images to your email messages, you can also attach links to those images to direct them to your website or other Media that are related to your website.

Make sure to use the right fonts on your call to action


So you’re done with creation of email and call to action content, and you have added multiple links to your message.  What to do next?

The next thing to focus on is how the messages actually appear to your reader.  You will need to choose font types and sizes that are understandable, clear and visually simple. Most successful call to actions messages are on bold letters and usually on basic and simple font types, usually written in black letters on white backgrounds. You can also italicize and underline keywords, to make it more prominent, in order attract additional attention.call to action - email me

Place your CTA on the right spot


It is suggested that you place your CTA on an obvious location, or one where it can be easily read.  This is because readers tend to jump and skip the content of the letter – and just click the link to get more direct information.

One of the most obvious locations to put your CTA is at the bottom part of the message.  And to reiterate, you might want to underline it in order to catch the reader’s attention.

Besides, if the reader is interested - but they don't really have the time to go over the entire letter, it will be more convenient for your audience to click the link.

Overall having your call to actions positioned and worded correctly on your newsletter, will keep your visitors focused, and be an avenue of directing users to your website.

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