Uses of Call to Action (CTA) in Email Marketing

As we have already mentioned on different occasions, we understand the concept of "..." to mean "...".Call to Action"(CTA), as that button or banner that seeks to attract the user's attention and achieve a conversion, which in the case of Email Marketing, is to get the click.

The call to action in email marketing is a very important element as it is the link between the content of the email and what really interests the user who receives it. Normally, this button is looking for the user to click on it in order to redirect the user to a landing page where you can get the desired conversion according to the objectives sought in the email marketing strategy. In this post we will show you different examples of how you can use this effective element in your emails.
1. Lead Nurturing 
Lead Nurturing, also known as lead nurturing, is a concept that refers to an Inbound Marketing strategy in which a relationship is established with potential consumers by providing them with the content they demand at any given moment.  The main objective of this type of CTA is to offer our users content that may be of interest to them. This type of Call to Action usually refers to a "reward" of interest to users in order to create a sense of satisfaction and achieve the desired conversion. This is the case of the Digital Response Newsletter, where we can see the "download" CTA, where the user will be able to access a Digital Response study if they provide us with some personal data in exchange. We refer to users who are already part of our database (since they receive our emails) and we want them to continue to be part of it, so we offer them different incentives about our company (studies, posts, free trials...).

 

Other examples of call to action in email marketing of this type:

• Read more
• Further information
• See more
• Start your free trial
• 30 days free
• Try it for free

2. Sharing on social networks
A Call to Action that allows us to access from our email to our social networks, it may seem obvious but it is very effective. Social networks (if you have them) should be present in your email so that users, if they wish, can access them easily and quickly, in this way you will promote traffic to your website and, consequently, you will gain more leads and potential customers for your products or services.


Other examples of call to action in email marketing of this type:

• Follow us at
• Become a fan!
• Share/Share

4. Acquisition of a product/service
Without a doubt, the most typical of all. This type of Call to Action appears in most promotional emails and are those that encourage us to buy or purchase a product/service. While lead generation is fundamental, the process of converting those leads into customers cannot be left out. In fact, in most cases, lead acquisition is a means to achieve conversions.
In promotional emails, brands directly expose you to products or services that are of interest to you and offer you the opportunity to buy them on the spot. This is the case of the email below from Adidas, where the user is directly given the option to buy Adidas products. Without beating around the bush, this type of CTA seeks to convert leads into customers. In this case, moreover, the CTA is accompanied by another incentive, a discount code, making the CTA "Buy" even more attractive.

Other examples of call to action in email marketing of this type:

• Shop now/Buy now
• Request a quote
• Contact me

5. Promotion of an event
If what we want with our email is to promote some kind of event, we must include specific CTAs for it. Either for users to register, to save the event in their calendar or to get more information about it. This type of CTA serves to make users aware of the existence of these events and to attract their attention and create curiosity in them to see what it is about and finally get them to attend the event we teach.

Other examples of call to action in email marketing of this type:

• Register now
• Don't miss it!
• Find out more at
• More info

6. Promote user participation
In this case, if your email is intended for your user to interact or participate in any activity, contest or prize of your brand, encourage them to do so with an attractive CTA. BeBee is a good example of how to use this type of Call to Action if you want to promote user participation. As in the other cases, the call to action invites us to follow what the brand proposes.

 
Other examples of call to action in email marketing of this type:

• Take part!
• Join
• Discover the initiative
• Come and take part!
• Find out how to

 
If you want information on how to optimise the Call to Action in Email Marketing visit this link.