Choosing a Type of Call to Action for Your E-Mail Marketing Campaign
Encouraging customers and prospects on your e-mail marketing list to take action dictates that you have a meaningful call to action. Design your message around what you want your audience to do with your e-mail:
Read it: In a lengthy article or when your main call to action appears after a long body of text, include a call to action prompting your audience to read the essential parts by using action words in a standalone headline, a table of contents, or a link to additional content.
Save it: If you want your audience to keep your e-mail:
Ask them to save it to one of their Inbox subfolders.
Archive your e-mail on a page within your website and ask your readers to bookmark the page.
Provide a link to a Portable Document Format (PDF) version of your e-mail that your audience can save.
Most people don’t save e-mails, and some people may not know how to save them, so include specific directions.
Print or show it: Sometimes you want your audience to produce a paper or digital copy of the e-mail, as when you provide coupons or sharable information.
Use simple designs or provide a link for print-worthy e-mails to prevent printing problems for your customers.
Share it: Prompting your audience to share your e-mail with friends and colleagues is a great way to expand your own reach. Ask them to
Click the Forward button on their e-mail program to send an exact copy of your e-mail to the e-mail addresses they choose.
Your E-Mail Marketing Provider (EMP) can’t track e-mail shared this way and that the links in the e-mail — including the unsubscribe link — are attributed to the person who forwards the message.
Click a forward link that your EMP provides to send a completely new copy of your e-mail — one your EMP can track.
Click a share link that your EMP provides that links to a webpage of your e-mail. The share link posts a link to your archived e-mail to the social media page your recipients choose when clicking the share link.
Your call to action can reach beyond dealing with your e-mail; you may want your audience to
Fill out a form to give you information about their preferences or encourage them to contact you with the information necessary for you to provide good service.
Visit your website when your main offer and call to action is there.
Visit a physical location to fully appreciate your product or service. If you want customers to visit:
Include driving and parking directions.
Ask them to bring a copy of the e-mail on paper or a mobile device so that you can track your response rate.
Ask them to share your e-mail with friends or colleagues if they can’t come themselves.
Request additional information when your sales cycle involves multiple steps and lots of pre-purchase consideration. Tips for prompting a request include:
Link your audience to a specific page on your website instead of to your home page, expecting them to click around.
Ask customers to e-mail their request if you don’t have a website or you can't post all your up-to-date information.
Solicit a physical address and phone number if you send information by mail. Call to make sure they received the information.
Register for an event. When asking for registration:
Give clear details about what is likely a multi-step process.
Follow up with those who register to confirm attendance.
Make an appointment to make a sales presentation or provide in-person service. A quick phone call to set up a meeting is more efficient than going back and forth electronically.
Phone you. Be sure to
Tell customers what to say to benefit from a special offer or who to ask for.
Use bold text to highlight your phone number.
Ask callers to leave a message if they can't get through.
Give directions for side-stepping a calling phone tree if your business uses one.