A well thought out call to action strategy is vital to any email marketing message designed to promote a response from your customers.  However, encouraging customers to respond in the manner you want can sometimes be a challenge.  Here at Red Star Digital we’ve put together some tips to help you improve your call to action and help boost your success rate.

Firstly, consider what it is you want your customers to do and why. If you don’t know, neither will they. Once you’re clear, make sure it’s worded in such a way that readers will know exactly what it is you want them to do. For example, rather than using a simple ‘click here’ link, expand on the information you’re asking your customers to view by saying ‘view here for all our latest offers’ which gives your customer a clearer explanation of  what it is you want them to do and what to expect if they do. By making it obvious what’s expected of them and endorsing what they get in return, your emails may generate more results.

By repeating your call to action throughout your email with the use of slightly different formats to convey your message together with mixture of plain text and buttons, should ensure that your call to action is consistent, eye catching and always visible should the customer wish to activate.. However, if the thought of your email messages images being blocked puts you off the idea of buttons, why not consider HTML coding to create a table cell button that will always be visible, no matter the image settings and place under your image buttons as a back-up.

When using text links as a call to action make sure they’re identifiable as links. Change the font, colour, style, or all of the above to make the link stand out from other text. Your call to action is useless if it’s not easily recognisable and using text links to seamlessly integrate standard text, allows your customers an unbroken flow when reading.

Remember that most readers are unlikely to read the entire email you send, most of them will skim read until they find a section that’s of interest. Make it easier for people to pick and choose those sections by clearly labelling them with headers, and scatter your call to action throughout the entirety of the email (top, middle and bottom) so that they are easily identifiable. Lastly, ensure that at least one call to action is above the fold; a term that refers to the preview pane most email clients use, allowing readers to view their emails without fully opening them.

Finally, try not to overload your emails with too many different types of calls to action. While including four, all pointing to the same location, is typically considered acceptable, having four different calls to action with different end results can be overwhelming and off-putting.