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Three Tips for High-ROI Calls to Action

June 27, 2012  
Every email marketer knows that great calls to action don't just happen on their own. "Clearly identifying what you offer and how you want to convey that offer requires thoughtful consideration and good timing," says Leigh Dow in an article at MarketingProfs.

So how do you craft calls to action that customers can't resist?

Dow has a dozen suggestions—and here are a few that can energize your email program's ROI:

Write subject lines that multitask. Every subject line must accomplish a number of tasks: telling subscribers what they get when they open the message; making the offer sound irresistible; and doing it in a relatable, conversational voice.

Create a sense of urgency. Why should a subscriber click through right now? Without a compelling reason to do what you're asking her to do—right this second—she'll go back to her inbox and never look back. "Urgent, action-oriented words are more successful than words such as 'free' in inspiring your subscribers to take action," Dow notes.

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  • by Ryan Wed Jun 27, 2012 via web

    Good article, but it would've been nice to have had at least 1 or 2 examples with each point.

  • by Wed Jun 27, 2012 via web

    Have to say, this was not the most informative article...Tells you what to do but not examples, no elaboration. It's like saying, "write a compelling message". Fine, but without more that's not new, or useful, information.

  • by Thu Jun 28, 2012 via web

    I agree with Brenda. The message was not compelling, didn't have a call to action and was overall a dud.

  • by Thu Jun 28, 2012 via web

    Agree with comments above. The lack of examples really lessens the impact and usefulness of this article.

  • by Ann Handley Thu Jun 28, 2012 via web

    Hi Ryan, Brenda, Vicki: This was a quick take on a longer piece. You might find the original more complete and fleshed out:

    Thanks for commenting!

  • by WriterRoxanne Thu Aug 9, 2012 via web

    RE: Tip #3 .. I am all for doing this. Above the fold CTA's not only give the reader a reason to act, but it lets them know quickly what they can expect to get out of the subsequent content, and puts an actionable idea in their head right away. However, whenever I attempt to do this in my copy, my content editor rejects it. "Put the CTA at the end" ...the reason: an early CTA makes the content too 'salesy" ...What say you?

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