Three Tips for High-ROI Calls to Action
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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