What we want with an email marketing campaign is for our targets to open and to read our message, but don’t forget that the major objective is to convert your readers.
In order to do so, having attractive content is not enough, readers must be encourage to take action by making the information easy to reach. Most of the time the Call To Action is represented by a colorful button with a writing that indicates where the reader has to click. As you probably understood, conversion is the most significant criteria to define the effectiveness of your campaign.
Before inserting the perfect Call to Action in your newsletters thanks to AcyMailing,
here are 4 advices to make your "Call to Action" effective :
The Call To Action (CTA) does not have to engage the reader too quickly if you want him to click. It should be a proposal not a behest.
|Buy now / Shop now : invites the reader to make a purchasing decision too early letting him time for thought. For the reader, it’s awkward to have to choose right away. He won’t click to access to the payment.||View details : invites the reader to find out more about what you offer him. By clicking, the reader doesn’t feel any pressure to buy because he knows that he will simply learn more about your product and want commit himself to buy.|
|Donate / Sponsor / Support||Earn|
We often think that the reader will click on a CTA in the same way whatever its position. Well, think again, its place has a big impact on the click rate!
The first place is awarded to the CTA at the placed bottom of the email, because it obtains the better conversion rate.
A CTA must be contextualized in the email content. The reader will click almost always after reading - part or all - the email content, so it’s very appropriate to put a CTA at the end of the email, in the reading direction.
The CTA design is also a major asset to increase your conversion rate. It should not be overlooked that the buttons objective is to indicate the reader where to click, so it must be visible at a glance!
Do not hesitate to add a cursor on the button to make it more attractive and prefer colours that contrast with the whole email.
Usual practice is to include only one CTA in an email, but it’s perfectly conceivable to use several of them. Here you can see an example with 3 different CTA, placed in several different positions.
The stricken point here is that by multiplying CTA in an email, you can affect and convert more readers because even if a CTA is less efficient than an other, their combination will encourage more readers to click!
Thanks to the AcyMailing "call to action" plugin, you will be able to insert as many CTA as you want in your newsletters! You can change its size, its text and link, its shape and its icons quickly and easily without breaking your template structure.
* This feature is only available in our Enterprise version.