4 tips for a good Call to Action
When we talk about Call to ActionIn email marketing, we refer to that part of the email that aims to move the user to action once the user's attention has been captured and the main message has been conveyed. Today we will see 4 tips that can be of great help for your marketing campaigns email marketing.
- Use more than one Call to Action
The call to action does not have to be unique, since within the content of the email we can offer relevant information to accompany the main message, and at the same time, include its own Call to Action.
When we implement different calls to action throughout the body of the message, we have to do it taking into account that the reading of an emailing follows the pattern of a scanning from top to bottom and from side to side (left to right in the West). The more clickable links we have along the body of the message, the higher the click-through rate.
Here we can see a representative example of the brand Rituals. Throughout their email they use a total of 4 Call to Actions. This way, there is more chance that the user will click on one of them.
- Eliminate "click here" or "click here" from your list of CTAs.
The increase in spam has caused spam filters to penalise phrases such as "click here" or "click here". One tactic to avoid such situations is the use of the Call to Action graphic. However, we must not forget that the more eye-catching it is, the more likely it is that the subscriber will click. Here is an example of a graphic Call to Action used by the brand Shein.
- Include the CTA in the email header or in a video
Another consideration regarding Call to Actions is that they can be included in the email headerso that in preview mode the user can interact quickly. Placing them in the header and preheader helps to fix the action when the body of the email is not visible (preview and blocked images).
If our email includes a video, we can also choose to incorporate the Call to Action in it. It is a very visual and original way to attract the subscriber's attention in a different but very effective way.
- Select the colour of the Call to Action strategically
Are there most appropriate colours than others to move the user to action or to convey a certain value or emotion? The answer is YES. In fact, in this image we can see what values, emotions, attitudes and qualities we associate with each colour.
If we take this information into account, when we design an email we can transmit what we want and we can even combine colours to highlight more or less a specific Call to Action. However, there is something we cannot forget, and that is that the colour of the Call to Action can also be conditioned by the branding of the brand. In this case, the range of colours will already be predefined regardless of what you want to communicate or transmit.
Well, although there are many criteria we use when implementing a Call to Action, the 4 that we have seen today will help you to make them much more efficient.
