5 Elements of a Successful CTA

Monday - March 11th, 2013

Written by: Jolleen Tran

5 Elements of a Successful CTA

For many businesses, getting people to sign up for email updates is the easy part. Effectively using calls-to-action in their emails is a bigger challenge, and those conversion rates don’t always live up to expectations. However, businesses that evaluate their CTA strategy can dramatically improve their conversion rates, even if it just begins with a single click. Here are some key components to crafting a successful CTA.

  • Clarity. Once you’ve determined what you want your email’s CTA to be, ensure that the CTA is clear. Do you want them to visit your website? Register for an event? Forward the email to a friend? Regardless of the call you are making, keep it obvious.
  • Brevity. Attention spans on the internet are short and fleeting. To convince customers to act, the CTA must be concise. Even if you decide to highlight the benefits of your company’s services or products, keep the message short by fine-tuning it to only include crucial information. Emails seeking a strong CTA response rate should minimize fluff.
  • Legitimacy. Consumers are always wary when they’re asked to do something. Give them a reason to want to follow-through on the CTA. Consider expanding on your business and its mission somewhere within the content of the email.
  • Incentive. Why should people want to act on your CTA? What’s in it for them? A discount? Free knowledge about your industry or a specific topic? Again, while the CTA must be concise and relevant, be sure to include why the consumer should care about the CTA and your business.
  • Response. Statistically, users will not act on the first CTA. You and your team must be ready to respond to leads and prepared to begin the process of converting them into hard sales.

Incorporating these Elements

Using emails for CTAs shouldn’t be the only marketing strategy for your business. Chances are that the email campaign is part of a larger branding maneuver. If this is the case, work to keep the tone of the email consistent with your brand’s story. Each brand has a voice and an image to maintain. Email correspondence should reflect that image.

Once the content of the email has these 5 elements, begin formatting the email like you would a brochure. Use active text and fonts that captivate attention. Visual appeal is important and you’ll want to take advantage of every method to keep readers engaged. Sizing is important, as you will want to make the CTA noticeable, but won’t want it to overpower the rest of the message. If the CTA is too apparent, then the consumer will assume the email is spam.

Aside from the CTA, don’t be afraid to ask readers to “Like” or “Comment” on Facebook or Twitter. When those words are included, readers are likely to engage on social media even if they don’t follow through on the main CTA. While a sale won’t have been made, you’re creating a loyal follower and simultaneously expanding the reach of your message. Once the email has been sent to the subscriber list, be sure to stay up to date with conversions and CTR.

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