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Imagine this scenario: You craft an amazing newsletter, put together stunning graphics, have the text proofread, and test the deliverability. You click “Send” and give yourself a high five.
A few hours later, you check the results, and wow… People are opening the newsletter like crazy. Awesome! But wait, the click-through rate is only 2%? Was all that effort worth it?
The ideal outcome of email marketing is driving clicks to your site and generating orders. Often, when preparing a newsletter, we focus so much on the content that we overlook the most crucial aspect.
A Call To Action (CTA) is a straightforward prompt that guides the reader on what to do next:
The call to action is the most vital component of your newsletter. It captures the reader's focus and motivates them to take action. A well-designed CTA can greatly affect the success of your campaign. It’s surprising how much influence a single button or link can have, but when used properly, it can significantly boost click-through rates and conversions in your emails.
Tell people clearly and precisely what to do and you will increase the likelihood that they will do it.
1. Give a Reason
A simple "click here" isn't very compelling. For someone to respond to a call to action, they need to understand what’s behind it.
Instead, offer a glimpse of what they’ll find when they click. Provide a solid reason to take action. Make it so that readers can quickly read the call to action and know exactly why you’re reaching out. You can try something like this:
This tip can also work in reverse. If you want someone to read the email instead of clicking unnecessarily—perhaps to gauge genuine interest in your topic—make the call to action as simple as possible.
2. Focus on One Thing
This article covers a single topic. If it were about 20 different subjects, it wouldn’t be as effective; it would scatter your attention instead of focusing it.
In your emails, concentrate on one clear call to action. If you have multiple prompts for your recipients, consider sending several emails, each with its own focus. If it's important, it will justify itself.
Combine informational calls to action into a separate newsletter, and keep critical sales calls to action distinct and standalone.
3. Repeat the Call to Action
Simply telling children to "turn off the TV and go to bed" usually doesn’t cut it. Adults often need reminders as well.
In your emails, make sure to repeat the call to action several times, particularly if the message is lengthy. Even if the link remains the same, it helps the recipient avoid searching for it.
Not everyone will react to the first CTA—some may need a bit more context. As you provide more details, introduce a second CTA, and don’t hesitate to include additional ones if you go into further depth. You can also mix up the wording of your calls to action. Start with a shorter version, then follow up with a longer one, and even weave one into a paragraph of the text.
4. Make It Bigger and Bolder
While the saying "good things come in small packages" might apply to people, it certainly doesn't hold true for emails.
Make sure your call to action is so prominent that it can't be overlooked—both in terms of color and size. For graphic emails, opt for contrasting colors. If it seems a bit flashy, you're likely on the right path. In text-based emails, think about using ALL CAPS. Place the call to action on a separate line, ensuring there's some space before and after to boost its visibility.
5. Test and Learn
There isn’t a one-size-fits-all call to action; instead, there are various options that can be more or less effective. You won’t truly know how your next CTA will perform until you put it to the test.
After a few days, take a moment to review the email you sent and check the click-through rates. Compare these results with those from previous campaigns. Are they an improvement or a step back?
You might even discover a new call to action that proves to be more effective, especially when you’re not under pressure to send out the next one quickly.
Keep in mind that A/B testing isn’t limited to subject lines; you can also experiment with the content of your message, including the CTA itself. Try out different wording, formats, and colors.
The call to action is a straightforward but essential part of every email you send. By focusing on it properly, you can greatly enhance your click-through rates and overall email marketing success.
Each company has its own approach to email, but it's helpful for all to think about the outcomes they want from their recipients. Spend some time looking into effective strategies that can motivate your audience to reach those goals. Create successful newsletter campaigns with Parlo and watch your conversion rates rise like never before. Sign up for the free trial today.
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