In email marketing, every email should serve a purpose.
You always want to do something that the recipient will do after reading the material. For e-commerce businesses, this usually involves buyers visiting your online store, using ads, or signing up for special offers.
But you can't leave it to your recipients to decide what to do after reading your message. Assuming that you truly need your email mission to be effective, you really want to utilize a source of inspiration or email CTA to direct your perusers in the correct course.
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In this article, you'll learn the key to a call to action email, how it works and why it works. You'll likewise observe numerous incredible instances of genuine email CTAs and some extra ways to make your own CTA for your business.
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What is an Email Call to Action (CTA)?
A call to action is a statement that prompts people to take a specific action, such as buying a product or signing up for a service. It should be concise and direct to influence your reader's next move.
In emails, these statements appear as separate buttons or hypertext links. Readers who click on them are taken to a page that enables them to complete the task you want them to do.
How does an email CTA work?
Unlike transactional emails, marketing emails are only effective when the recipient ultimately completes the purchase. This is what they do if faced with a call to action.
Email CTAs tell people what to do next. These are strategically placed where readers usually ask, "Now what?" asks. These buttons or links directly answer that question. Most importantly, they encourage their readers to do what their email content inspires them to do.
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For example, let's say the purpose of your email marketing promotion is to increase sales of a particular product. Your email copy should describe the benefits of the product and its owner. You can also include testimonials from past customers. But the thing that drives customers to do the same is your CTA button, which can say "Order Now," "Yeah, I want one!" or "Buy at 20% off."
When clicked, the button takes them to their product page where they can quickly add to their cart and check out. Without this CTA, readers would be left to decide what to do next and this would not include visiting your site to complete a purchase.
Call to action phrase
The call to action needs to be clear and compelling, especially in e-commerce marketing where the right CTA can be a main driver of revenue.
Here are some examples of different types of CTAs and click phrases:
Email CTAs to Promote Product Purchases
why now
Order now, get 50% off
buy now
add to cart now
Yes! I want one
Email the CTA to promote the purchase
buy from our best sellers
get the style you want
see new collection
View personalized recommendations
buy my style
Email CTA for Customer Feedback
conducting a survey
write review
complete the 2-minute survey
tell us how we did it
yes I will share my experience
Email CTA for special offers
buy 30% off
get free shipping
reveal my secret coupon
claim my birthday present
Additional Tips for Functional CTAs
Find the most strategic location. Always place your CTA where your readers are already confident and ready to take the next step.
Enforce your audience on FOMO. Use words that create a sense of urgency and remind your readers that they will lose a lot if they don't act quickly (for example, buy today).
Highlight the USP of your brand. If your values are a big part of your brand identity and marketing message, use them to persuade your customers to take action (for example, "Order the Whale Help Now").
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Make it relevant. Consider using first-person phrases (for example, "claim my free gift") to make your CTA more effective. This makes your CTA clearer and more relevant to the reader. It also gives them a sense of control.
Testing and Refining. Experiment with different types of CTAs and use the A/B testing method to identify which one is best for your audience. A good email marketing software will help you to systematically check the segmentation and share it with your customers for optimum conversions. In email marketing, every email should serve a purpose. You always want to do something that the recipient will do after reading the material. For e-commerce businesses, this usually includes your buyers.
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