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Four Tips for a Stronger Call to Action

June 6, 2012  
If your email marketing campaign doesn't generate the kind of ROI you expect, take a look at your typical call to action (CTA). Does it tell a customer how to take the next step? Does it create a sense of urgency?

"When your audience is left with no direction and no urgency, you'll probably receive little or no return on your investment," writes Tara Hornor in an article at MarketingProfs.

To remedy the situation, consider Horner's tips like these:

Lead off with a strong verb. Get right to the point with a no-nonsense verb that tells a subscriber what to do—read, call, click. Being so blunt might feel impolite, but in the context of a CTA, it's what she expects.


Make it snappy. You only get a few seconds to convince a subscriber he'll regret not clicking on your link. A memorable catchphrase like "Geico could save you 15% or more on car insurance" can do the trick.

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Comments

  • by Ravali@marketo Tue Jun 12, 2012 via web

    I couldn't agree more! In my everyday email marketing, I can't stress how important the CTA button is. Like the article said, it does create a sense of urgency, and this is the best time to capture your reader's information. Most people are in a rush these days and they merely skim through emails and by providing them with a CTA button will increase those chances of capturing a new name because its telling them to "do something, or act now". I have definitely seen an increase in my ROI.

  • by Sabrina Gage Thu Jun 14, 2012 via web

    Another thing is to minimize the number of call-to-action, which I think can improve our email performance. The more decisions that you ask users to make, the more they may not make any decision at all! Keep the number of things that you ask your users to click-through to or actions that you ask them to take to a minimum in your email. After all, one click is better than no clicks. If you ask a user to choose between many different options, you may find that they choose none.
    http://emailmarketing.comm100.com/email-marketing-ebook/email-call-to-action.aspx

  • by Email Marketing Solutions Fri Jun 29, 2012 via web

    The Email Marketing Campaigns are incomplete without a call to action or CTA.
    Make sure that your CTA-
    • is not ambiguous with what you want the subscriber to do.
    • should be clear enough to be understood by the subscriber.

    It should be such that it influences your prospects to request information, register or make a purchase.

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