Getting subscribers to respond to your messages can be challenging, especially with all the email flowing into their inboxes. According to The Radicati Group’s Email Statistics Report for 2013-2017, over 100 billion business emails are sent and received every day. To cut through the clutter, marketers need to focus their efforts on content, but more specifically on a strong call to action (CTA).
CTAs are a prime email engagement tool–they help to determine if your email drives a response. Whether it be to make a purchase, download a whitepaper, or share your content, your CTA has one responsibility—to generate a click.
To point you in the right direction, we released a guide How to Write a Strong Email Call To Action (CTA) where we share some tips around CTA placement, content, and design.
In this post, we’ll take a look at placement first.
CTA placement depends on how long (or short) your copy is and what you want your subscribers to do. Short copy usually lends itself to bold CTAs, taking the role as the closer. Longer copy tends to integrate the call to action in multiple places to give the reader several opportunities to engage, even if they don’t read the entire message.
While these are general rules of thumb, there are exceptions—so the key here is to make sure your reader can clearly see what you want them to do without distraction.
- Design your email and write your copy around your CTA.
- Make it bold and prominent.
- Don’t clutter the space with a CTA that’s too big or diminish it with one that is too small.
- Consider (tactful) multiple placements to draw the eye of the reader.
In some cases, more than one CTA is appropriate. It all depends on the goal of your email. Do you want people to sign up and drive revenue? Then only one is necessary. Are you trying to get your users to interact in various ways? Then add different options for them to choose how they’d like to do so (through email, your blog, Twitter, Facebook, etc.). Just be mindful that you’re not asking your subscriber to take too many actions. If they get confused about what you want them to do, they’ll likely not click on any of your CTAs at all.
So, whether you use one, or multiple CTAs, always be clear on the action that you’d like your user to take and showcase the benefit they’ll receive from taking that action.
For more tips around email CTA content and design, download our CTA Guide here.