Call-To-Action (CTA) buttons are at the heart of all great email marketing campaigns. How you craft your CTA buttons will determine your level of success in your campaigns. The main purpose of these buttons is to entice your readers to perform actions such as subscribing to your mailing list or making a purchase on your website.
The Call-To-Action button can be an actual button or a link which tells your readers what action they should take. An image could also form part of the button or link. When you create your email marketing content, you must keep the design of the CTA button at the top of your mind. The very goal of your marketing campaign is to get the audience to click on that button. When they do click on the button, your goal of getting them to sign up for something or to purchase something is a step closer to reality. Hence, the placement and design of the Call-To-Action can increase your conversions if done well.
Highlight the potential benefits of clicking the button #
Focus on the benefits users will gain after clicking the button. If you’re selling weight-loss supplements, you could use text like “Lose weight now”, which encourages readers to take action toward achieving their weight-loss goals by clicking the CTA button.
This works best for products that are available at a discounted price for a limited time. Having your button display “Buy at 50% off just for today!” can create a sense of urgency and encourage your audience to click and make a purchase immediately. The fear of missing out on a deal is a strong motivator, and it can be used effectively as part of your marketing strategy.
Use multiple CTA buttons with different messages #
Include multiple CTA buttons with slight variations in your call-to-action messages, and place them strategically throughout your email content. A good example would be marketing books on investment techniques. For your first CTA, you could use “Yes, I want to make more money”. If that does not encourage the reader to click, your next CTA could be “Retire by the time you’re 30”. After that, you could use “Spend more time with your family”.
Each message appeals to a different motivation of the reader. The first CTA appeals to their desire for financial security. If that does not work, the second highlights the possibility of achieving financial freedom earlier in life. Finally, the third focuses on the value of having more time with family.
Used properly, CTAs can boost your conversions and help to grow your business even more. To make sure you get the best return on investment (ROI), you should perform A/B testing on your marketing content.
