How Calls to Action Increase Marketing Automation Lead Nurturing - dummies

How Calls to Action Increase Marketing Automation Lead Nurturing

By Mathew Sweezey

The call to action (CTA) is the goal of every marketing automation email. The CTA is a very tricky thing, because you are asking someone to do something. This is one of the reasons content marketing has become so big. It disguises your CTA and makes it appear helpful to the person, when really it is serving your needs just as much. Good CTAs always do the following:

  • Include hyperlinks: Never attach a file or embed a video. Instead, use a hyperlink to direct people to assets. This approach gives you the power to track engagement.

  • Point to relevant information: Relevant information may just be a tweet you found. It might be a video, or anything. A great feature of the Internet is that everything is accessible via a link.

  • Use creative copy for your hyperlink: Having a “click here” link increases your odds of being trapped by a spam filter. Instead, try using techniques like the ones shown in the nurturing email. The hyperlink is at the top of the message, is half of a sentence, and talks about something the prospect might like.


  • Appear close to the top of the message: Traditionally, people put the CTA at the end of an email. They clutter up the first half of the email with a description of why you should click the link. Try reversing this order to increase conversions. Keep your copy short and your link high in the email.

  • Putting hyperlinks in email signatures: It’s a good practice for personal emails, but in mass emails or nurturing emails, these links can hurt your sending rates. Because sending short emails is suggested, be careful with the number of links you include in an email.

    Try to restrict yourself to one hyperlink for every few lines of text in your email. This ratio of text to hyperlinks helps ensure that your email does not appear “spammy” to spam filters.