How to Write an Email Call To Action (CTA)

September 30, 2014
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How to Write an Email Call To Action (CTA)

book_templateCTAYou work so hard on your email strategy with one primary goal – to get a response. However, some subscribers continue to elude you. What if you could fix that with your call to action (CTA)? CTAs are one of the most important pieces of copy you write, but can sometimes be the most neglected.

Instead of redesigning your entire email strategy, why not add to it? Re-examine your CTA to see if a few tweaks can give you the desired lift. We share several tips in our new guide How to Build a Strong Email CTA, but here some tips to get you started:
  • Placement: Where you place your call to action is critical. Short copy lends itself to a CTA being placed at the end of the message. However, longer copy may require multiple placements of your CTA. Test out different placements to see which one gives you better results.
  • Content: Keep your CTA copy short and sweet. Tell people what you want them to do, but create some urgency around it. Your main message should communicate the value proposition and your CTA should entice them to go experience it.
  • Design: Don’t be afraid to put your own twist on a common CTA. When using a button, you have the opportunity to add personality to create the effect you want.
Three key actions round out this advice –test, test, and test again. Each audience is different and you may find that different segments of your subscriber list respond more positively than others.

For more advice and to see examples of emails with strong calls to action that focus on placement, content and design, download our new guide, How to Build a Strong Email CTA.

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