Call to action

If we were to rank the most important elements of any commercial email, the call to action – the area that “encourages users to take action” – would most likely be at the top.

Of course, you need to get users to open your email – and hence deliverability, the subject, delivery time etc are essential. But once you get your foot in the door and having them read it, if you haven’t got a good call to action it’s hard work getting any fruitful results.

If the purpose of the email is not just about informing users and thus needs to be redirected to a landing page, it’s vital to concentrate all your creative energies on it. A flawless call to action conveys a sense of urgency and sheer amazement. It really must make you want to check it out.

Perhaps this is the essence of a good call to action – getting users to want to go click crazy. A fragment from Notepod’s DEM, is an excellent example of this:

And now for some practical tips:

  1. The call to action is placed at the end of a conceptual chain: you raise the problem or plant the desire – for a discount, a promotion etc – and in the end you offer the solution – by clicking here you’ll find what you’re looking for. This doesn’t mean it’s enough to design a big colored button, saying “CLICK”. We’ve always got to think about the email in its entirety.
  2. The favorite color for any call to action is typically orange, but it isn’t a fixed rule – it all depends on the design that has been chosen. In the above example, green is very effective. You’re best to use a contrasting color, which clearly stands out from the background color.
  3. Avoid, wherever possible, that the call to action is only contained within one image. It’s best to make sure that the link is also clickable via text, just in case of image blockers.
  4. Use concise and direct language, like imperative verbs that convey urgency and necessity – “click”, “register”, “check it out”, “buy”, “don’t miss out”, and adverbs such as “now” and “immediately”.
  5. Most importantly, position the button in the right place– it should be easily visible. The spot most highly recommended is in the center or on the right.
  6. Mostly the link should be visible and gives the exact result when pressed and gives output – Though many of these types of  links are 100% safe and does not lead to any misuse the main reason many ignore it is giving an alarming sign and sound. So always these links should be pleasant colors and font size should be 11 and font should be Times roman. The link should be able to give 100 % support to user for further studies and updates. My company gives great updates on the articles.

Naturally, the call to action must lead to a well-designed landing page where the offer, contained in the email, is explicitly clear. In short, the user can buy, download, or read whatever has been promised. Thereby, guaranteeing marketers traceability of such actions, and the best chance to evaluate the effectiveness of the campaign.

To get some more inspirations and other advice, check out this article by Smashing Magazine – it’s one of the best. Take a peak!


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