Email marketing is an essential element in eCommerce marketing and but has never been called easy. And one of the most important parts of a successful email campaign is the ‘call to action’ – the message that drives readers to the response you want them to complete. Writing an effective ‘call to action’ is part skill, part science. That’s when we saw this extremely informative infographic from the guys at Litmus.com, we knew wanted to share.
There was so much much useful information, we wanted to break it down bit-by-bit.
Don’t be selfish. Motivate.
The infographic says it perfectly – “a really great CTA will balance your needs alongside the needs of the subscriber.” Your CTA should call your subscribers to fulfill your goal of the campaign ( make goals specific as possible) as well as give the subscriber a reason to preform the desired action. “Click to buy this bike” is too selfish and ultimately ineffective especially when compared to motivating CTAs like “Click to receive a 25% discount on this bike.
The infographic lists 10 important elements of a successful CTA.
1. People Like Buttons & 2. When it comes to language KISS
When it comes to form there are no wrongs and rights ( so test yourself), but traditionally in studies, CTA buttons do better than text links. Even more than web copy, Keep It (Even) Simple(r) Stupid. Your CTA should be plain, simple and obvious. Tell your subscribers EXACTLY what you want them to do. If you don’t your Call To Action because a Call To ? <- they know you want them to do something, they just can’t tell what, or why (not good).
3. Be engaging. Support your CTA
Like every type of marketing you do, be engaging. Be interesting and your readers will be interested (in your CTA). Its common sense, but it is also rare. It takes skill & time to make marketing material interesting, but it is worth it.
Also, all of your content should point back to your CTA both in design & context. Elaborate on your CTA, provide more detail to give your subscribers a fuller understand of your CTA and more of a reason to fulfill it. It’s also important to make sure that all elements are secondary in terms of design focus to your CTA.