Email Call-to-Action Best Practices for More Clicks

Email Call-to-Action Best Practices for More Clicks

If you’ve created an email marketing campaign before, you know that everything revolves around the Call-to-Action. From the wording you use to the color and placement of your button; all of these factors play a role in the conversion rate of your CTA.

Call-to-actions are everywhere, on social media, mobile apps, and in your email. While each call-to-action has a different flavor, the end goal is always to get the user to do something clear and specific.

Making sure that your target audience understands your primary message, and where they should click is only one piece of the puzzle. The following email call-to-action best practices will not only give you the best chance of driving a conversion but will keep your email list happy with highly actionable and useful content.

Simple, yet brilliant techniques have been known to increase CTA (call-to-action) clickthrough rates, so why reinvent the wheel? The tips shared in this post are what smart marketers use to increase the number of clicks they receive to their CTA.  

It’s up to you to put a fresh spin on the winning CTA concepts listed below that will best perform with your unique content. The way you choose to deliver the message will change, but these surefire methods should be kept in mind as you build your content.

email call to action tips

What the Experts are Doing

For ideas on how the big boys use CTA’s in an effective and creative way, you don’t need to look very far. Chances are, the same email call-to-action best practices you are hoping to employ have won over your business at one time or another.

Netflix eradicates the notion that their service is “a pain to cancel” by using the CTA “Join Free for a Month“.  This is a short, yet honest statement that is a clearly a top performing CTA for the 10th-largest internet company in the world.

CTA example

The same tactics behind Netflix’s call-to-action on their homepage can be applied to your next lead generation email campaign. The words provoke emotion with a clear and direct message of what’s being offered.

If it’s working for Netflix, perhaps it could work for your business too.

Create a Sense of Urgency

Clicks increase when readers have the “fear of missing out” (FOMO) on a great deal, a one-time offer, a deadline, or something exclusive. Use language that incites the feeling of immediacy – that can often be as easy as saying “now” or “today” – or exclusivity, like saying how many copies are available, or that the offer only applies to the first 100 redemptions.

Sometimes, simply saying “give it a try” isn’t urgent or enticing enough, but by adding a few words, or tweaking the urgency to “Identify your missed leads now” you’ll get a better response.  It’s all about making the CTA feel like the opportunity will be gone if not acted upon promptly.

Keep your Email Short and Sweet

Statistics show that short, punchy, and to the point CTAs perform better for email campaigns. Long, explanatory text links can often be missed, or become confusing for the reader.

For example, “click to register or become a sponsor for Toronto’s premiere IT conference” is far too long, but also confuses the intended action. Am I clicking to register? Or am I clicking to sponsor?  A better option here would be “Attend Toronto’s Premiere IT Conference”.

Today’s business owner is extremely busy, and likely doesn’t have much time to dedicate to your email marketing material.  In the B2B space, trimming down your email message for the “skimmers” will achieve much better results.

Here’s an example of an email that’s short and to the point.  Notice the single, clear CTA at the bottom?

email CTA

Don’t make your audience guess that next action to take. Keep your message brief, and cut to the chase.

Place your CTA Above the Fold

The position of your CTA shouldn’t be an afterthought. Make sure you’ve placed a call-to-action near the top of your email (“above the fold”, or in this case, “above the scroll”) so that readers won’t miss it!

Call attention to the action you want your reader to perform as soon as they open your campaign. That doesn’t mean you should only position it right at the top, but make sure there is something actionable (a button, a link, etc.) in the prime real estate above the fold.

Be Honest and Clear

The days of clickbait titles capturing any kind of positive attention are over, so just don’t do it. False advertising and mixed messages in your email call-to-actions end up making you look disingenuous to your audience. Like you, your readers want to know exactly what they’re getting into before they click through.  Why set your audience up for a let down early on?

Always make sure that your message is honest and contains real value. The last thing you want is for the user to feel like he/she was misled. This leaves a bad taste in your customers head, and likely to be the last they have about your business.

Find the Right Tone for Your Audience

What works for others, may not always work for you, and visa versa. We always suggest A/B testing email campaigns, and that includes CTAs. You might find that using very specific language like, “click to download now”, will perform better than some more stylistic or eye-catching like, “Want it? Well, go ahead and click!”

It’s always worthwhile to test your message and tone so that you can use those insights in future campaigns. Want to better understand your audience? Study the interactions of your target customer on Facebook – and pay attention to the type of content that they share and engage with. 

Clickback’s email lead generation software allows you to put these best practices into place while collecting valuable data on the performance of your campaign, and behavior of your readers. Try these tips in your next sales or marketing email campaign, and find the right mix to maximize your CTA conversions.

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