Unless your email is a service update notice, there will usually be a reason why you send an email. And this reason will probably require a call to action.
Ask yourself these questions: Who is the audience? Why are you sending it? What do you want the recipients to do upon reading your email?
The answer to these questions can be solved with a good call to action.
Do you realize how impactful a good call to action can be? It is one of the most important design elements in emails and usually represents the whole reason you are sending the email.
If you have a fantastic email yet you have no call to action, you won’t get the results, the sales, or the traffic you could potentially get.
Here is a little story for you. An inbound marketing firm decided to test a few alternative design features. “We were pretty shocked to discover that new call-to-action buttons yielded a 1,300% improvement in click-through rate (CTR),” How good is that?
So here is some of our advice for creating a great call to action.
Should your CTA be large or small? Should it contain an image or not? Should it be a button? What’s going to work best for your audience? There are no set rules; you’ll only discover what appeals to your customers through testing.
Make it obvious
Make it big
Colour is an effective way of drawing attention to an element. One good tip is to use colour to distinguish the call to action from other elements in your email to make it stand out.
Also consider what colour it will be as different colours mean different things.
(Keep your eyes out for our upcoming post all about colour)
Pick a colour that best represents your brand
Pick a colour that brings out the emotion or state you wish to inspire in recipients
Some people advise always placing the CTA ‘above the fold’ however we often see emails with the CTA near the bottom of the email. Which is better? Again, testing and trials will help you determine what’s right for your campaigns.
Make good use of white space
Position it well
It is also important to be focused in your calls to action. Why did you send the email? What do you want your recipients to do? Too many options and the recipient can be overwhelmed. By limiting the number of choices someone has to make we reduce the amount of mental effort and increase the chances they will click that one big old’ ‘buy now’ button.
Have a distinct action
Make it simple
There are no set rules for the best call to action, but with testing, you will discover what works best for your campaigns and your recipients.