Email has one of the greatest ROIs of all marketing tactics – Improve it with an Effective Call to Action
This is primarily due to the fact that once you have an email address, it costs almost nothing to continue sending messages to your target market. However, that being said, just because it is essentially free doesn’t mean that it is the most effective. This is still considered an outbound marketing tactic and the likelihood of someone responding, let alone opening the email, is a huge barrier to overcome. Today, we are going to discuss a few tactics that can get your readers to take action and how creating an effective email call to action (CTA) can greatly increase your odds of a successful campaign.
After all, the whole point is getting someone to take action, right?
You Must Match Your Message to Your Market
The very first thing that you need to consider is who your readers are going to be. It makes no sense to write a letter without addressing it to someone. So, who are you writing to?
I’m sure you speak very differently to your grandmother than you do to your best friend. The same should ring true for your audience. Are you writing to someone who has very little connection to you or is it someone who has been on your list for years that loves everything you do?
I’m not going to dive into this today since we are talking about the email call to action, but if you don’t create a compelling message, your CTA will never be seen.
Now, onto the CTA, which is essentially an offer.
Again, who are you speaking to? Not just who are they, but what are they interested in? What kind of activities do they regularly participate in, where do they hang out online, and what do they usually buy?
Create an Effective Email Call to Action
An effective call to action is an offer that is very specific and tells the reader exactly how they are to respond. Essentially, tell them the action to take. You should state this as precisely and as briefly as is necessary. If your action is a list of complex instructions, you have got it wrong and should start over. ‘Visit this page and sign-up now’, ‘Download Your FREE Ebook Now’, and ‘Click this Link to View the Results Now’ are examples of a specific and clear email call to action.
The whole purpose of an email call to action is to drive someone online for further engagement and that is exactly what your call to action should do. The more specific you can be, the better. Including a deadline, limited-time offer, incentive, and unique benefit in your call to action can all help boost the effectiveness of your campaign.
You can also test placing your call to action in multiple places in your email, using buttons instead of hyper-links, and sending plain-text emails instead of using templates.
How do YOU increase the effectiveness of your email marketing?