[#EmailChat Recap] 7 Tips For Creating Compelling Calls-to-Action

By Olivia Dello Buono

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The call-to-action (or CTA, for short) is arguably the most important part of an email. It’s the difference between subscribers reading your emails and subscribers responding to your emails. How else would you get your readers to do what you want?

Since these seemingly small bits of text are actually quite a big deal, we asked the AWeber community to share their best advice for creating a call-to-action that counts.

From the best length and placement to the power words you should add to your email vocabulary, here’s 7 things we learned about CTAs that will blow your mind (or at least your click-through-rates):

1. It’s the difference between a loyal customer and a missed opportunity.

Q1. Why is the call-to-action (CTA) so important? #emailchat pic.twitter.com/n5xosMymOI

— AWeber (@aweber) February 25, 2016

A1. CTAs can mean the difference between getting a loyal new customer & missing out on an opportunity. #emailchat

— Kristen Dunleavy (@KristenWritesIt) February 25, 2016

A1. It’s the means to drive action from your readers, viewers, etc. #emailchat

— Brandon Olson (@BrandonSonofOle) February 25, 2016

A1: It’s also about getting the reader what THEY want. Making it easy via CTA does that. #emailchat

— Antonio (@AspiringAntonio) February 25, 2016

Key Takeaways:

  • Don’t miss out on an opportunity for more time with your subscribers. A good call-to-action should link out to relevant content or products.
  • Your CTA should be actionable. Make your reader want to do something!
  • Put yourself in your subscribers’ shoes: What would make you click?

2. Think beyond ‘Click Here.’

Q2. How can you optimize your CTA copy to get more clicks? #emailchat pic.twitter.com/cVcDD9IFt0

— AWeber (@aweber) February 25, 2016

A2: Test your CTA’s placement within the email, the colors of the CTA, and the language within the CTA #emailchat #test #everything

— Elysa (@ElysaZeitz) February 25, 2016

A2. Try first-person language: “Send me cake!” #emailchat

— Kristen Dunleavy (@KristenWritesIt) February 25, 2016

A2. Don’t be the clingy salesgirl. Avoid CTA copy that feels too pushy. #emailchat

— Olivia Dello Buono (@oliviadello) February 25, 2016

Key Takeaways:

  • Test everything from language to colors and placement.
  • Keep the focus on your subscriber with first-person language.
  • Copy that feels too aggressive is a turn-off. Keep things fun!

3. Keep things short and sweet.

Q3. What is the ideal CTA length? #emailchat pic.twitter.com/4KNv4O3Dm3

— AWeber (@aweber) February 25, 2016

A3. I like ‘em short, sweet & specific. #emailchat

— Kristen Dunleavy (@KristenWritesIt) February 25, 2016

A3: Short and to the point… #emailchat

— Agent Palmer (@AgentPalmer) February 25, 2016

A3 As short as possible! Keep it snappy #emailchat

— LaSalle Network (@LaSalleNetwork) February 25, 2016

Key Takeaways:

As a general rule, your CTA copy should be:

  • Short
  • Sweet
  • Specific

4. Where to place your CTA? The answer varies.

Q4. Where is the optimal call-to-action placement? #emailchat pic.twitter.com/QvjkowRCbO

— AWeber (@aweber) February 25, 2016

A4. Not a very good answer but… after you’ve explained the value. No one will take action if they don’t first know WIIFM #emailchat

— Brandon Olson (@BrandonSonofOle) February 25, 2016

A5. The placement should feel natural and kept to a minimum. I’m not a fan of multiple CTAs in emails. #emailchat

— Olivia Dello Buono (@oliviadello) February 25, 2016

Q4: Again, this comes back to testing. A good rule of thumb is to have one at the top AND at the bottom. #test #everything #emailchat

— Elysa (@ElysaZeitz) February 25, 2016

Key Takeaways:

  • Your subscribers are always thinking, “What’s in it for me?” Show them value before asking them to click through.
  • Your call-to-action should feel natural and flow with the rest of your email copy. Keep it focused.
  • Testing is key to find out the placement your subscribers will most likely respond to. It’s common to see calls-to-action at both the top and bottom of an email, but a good split test will reveal what’s right for you.

5. But we all agree, your call-to-action should stand out.

Q5. How do you make sure the CTA stands out in your email? #emailchat pic.twitter.com/p09UyGTQBw

— AWeber (@aweber) February 25, 2016

A5 Good copy to start. The hyperlink color should help. Buttons (especially at the end) are great. #emailchat

— Antonio (@AspiringAntonio) February 25, 2016

A5. Great copy & contrasting color so it “pops” in your email. #emailchat

— Monica Montesa (@missmontesa) February 25, 2016

A5. Prominence (i.e., type and design) and placement. #emailchat

— Brandon Olson (@BrandonSonofOle) February 25, 2016

Key Takeaways:

  • Your copy should be clear and actionable.
  • Color plays a key role. Make sure it “pops.”
  • Play around with things like type and design. It all comes back to testing!

6. Want more ideas for testing?

Q6. What are some things you can test to optimize your CTA? #emailchat pic.twitter.com/rw3QbdIn2t

— AWeber (@aweber) February 25, 2016

A6. We mentioned length of copy, but things like colors, size and placement are all totally testable. #emailchat

— Olivia Dello Buono (@oliviadello) February 25, 2016

A6 Track that data. Link vs link within an email. Email vs email. Record it and analyze it. #emailchat

— Antonio (@AspiringAntonio) February 25, 2016

A6. Whatever you’re testing, make sure to just test 1 thing at a time for the best results! #emailchat

— Kristen Dunleavy (@KristenWritesIt) February 25, 2016

Key Takeaways:

  • Color, size, placement, links vs. buttons… these are all easy things to test!
  • Make sure you keep track of what worked best and use it in your campaigns moving forward.
  • But whatever you’re testing, be sure to test one thing at a time.

7. Make note of these powerful call-to-action ideas.

Q7. What are some examples of powerful calls-to-action? #emailchat pic.twitter.com/yAORqDGR9K

— AWeber (@aweber) February 25, 2016

A7 I also like to give ownership to the reader by using “you” and “your” #emailchat

— Antonio (@AspiringAntonio) February 25, 2016

A7. I love quirky CTAs. Humor speaks to me. #emailchat

— Monica Montesa (@missmontesa) February 25, 2016

A7. Put yourself in your customers’ shoes (or in this case, inbox). What makes you click? #punintended #emailchat

— Olivia Dello Buono (@oliviadello) February 25, 2016

Key Takeaways:

  • Experiment using “you” and “I” in your CTA copy. Give ownership to your readers.
  • Add a little personality with humor, quirky copy, etc.
  • Think like your subscriber. What would get you to click?

Coming Up

Thinking of using video in your email campaigns? Maybe you’re not sure where to start? Join us this Thursday, March 3 at 12pm ET for a special #emailchat on pairing video and email. We’ll be joined by Margot Mazur, Community Manager at Wistia, for some expert commentary.

Come talk video + email this Thursday at 12pm ET w/ @margotcodes of @wistia: https://t.co/8JVV5x2mcH #emailchat pic.twitter.com/cimAo08pzY

— AWeber (@aweber) February 29, 2016

Follow us on Twitter (@AWeber) to stay up-to-date with the latest news, resources and events.

How are you using calls-to-action? Have you tried any of these split testing ideas? Let us know in the comments!


The post [#EmailChat Recap] 7 Tips For Creating Compelling Calls-to-Action appeared first on Email Marketing Tips.

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