In this article, we’ll refer to any action you might want to drive with a CTA as a conversion. So in this context, a CTA is a conversion driver that helps you achieve the email campaign goal, be it increasing website traffic or selling more product bundles.
5 features of a great call to action
What makes a good call to action? An effective CTA is:
Action-oriented
It should be clear from its name that a CTA should call to action. This means it must include a command verb that tells the subscriber what to do.
Effective CTAs contain action words, like buy, learn, read, discover, download, etc. These words make it clear to readers what exactly their next steps should be.
Short
A call to action in email doesn’t have to provide every tiny oman telephone number data detail about an offer — you have your subject line and email content to communicate everything a subscriber needs to know. With a short and to-the-point call to action, it’s easier to catch the reader’s attention and drive them to the desired action.
Concise
A good CTA is straightforward and concise. It’s brief but comprehensive.
For instance, instead of calling subscribers to ‘Visit Website,’ a concise CTA will offer them to ‘Browse New Collection 10% Off.’
Distinct
Ideally, your CTA should be placed within a button. It’s pretty hard to miss (or ignore) an eye-catching CTA button that uses strong contrasting colors.
Alongside optimizing the text of your CTA, think of a design that will strengthen its performance by making it bold and noticeable.
Compelling
Lastly, a converting CTA is compelling. Here are some of the features of an irresistible CTA:
It creates a sense of urgency.
It focuses on the benefits of an offer.
It appeals to the user’s self-interest.
Say you’re promoting a giveaway with an email campaign. Which CTA is more concise — ‘Win a Gift’ or ‘Participate in a Giveaway’? The first example is short, appealing, and makes it clear why a user should take an action. The second one is heavier and highlights no benefit in joining the contest.
