3 Targeted Stages of Call to Action Marketing Automation - dummies

3 Targeted Stages of Call to Action Marketing Automation

By Mathew Sweezey

The number-one mistake with call to actions (CTA) is asking people to do something when you know they don’t want to do it. That’s an easy concept to grasp, but when you’re mass emailing to large numbers of people, realize that the majority of them don’t want to hear from you.

In a nurturing campaign, a lot of them are not expecting to hear from you, either. Learn to increase your engagement rates with CTAs by focusing only on prospects who you know would like what you are sending. The easiest way to do this is to match your CTA with your lead stages.

  • Stage 1: For early-stage leads, try to keep the CTAs linked to helpful, short pieces of content. Remember that it’s about them, not you, at this stage.

  • Stage 2: At stage 2, people are more educated about your product and have engaged with you before. They also most likely need to convince others of the idea. Consider using social proof such as case studies and examples of how others benefited.

  • Stage 3: People at this stage are about to set up demos, so go ahead and push why your company/solution is better in your subject line. Send the heavy buyers’ guides to help them make a better decision. They want to know why you are best at this stage, so tell them.

Following the concept of matching your CTA and content to your stage will greatly help you increase your conversion rate on your nurturing emails.