Creating a Call to Action

An effective message in marketing email messages is characterized by a clear and concise call to action. With this, the reader can immediately understand what is being asked.


An effective message in marketing email messages is characterized by a clear and concise call to action. With this, the reader can immediately understand what is being asked. Many email marketers think that the best call to action is something universally understood and specific in terms of the message given to the email reader. One of the questions that people usually ask is What is in it for me? If your email marketing program does not bring you the result that you need, even after you have gone through the challenges of list-building, you need to understand that the problem may probably be in your call to action, or specifically in your click here text.
The call to action in an email message has three elements: the action you want to reader to take, the words that you want to use so that you can issue the call, and the location of the image, link or button that a reader has to click.

Consider your space. There are several strategies to help you here. One is that you need to remember that in a standard email message you do not have a lot of space in order to inform your customers on why they should click a link. Therefore, the call to action or CTA is the first thing that will spur your reader to click a link. You must be able to deliver as much information as you can with only a few words. This is where just saying click here has not been a very successfully method.

Measure the performance. The click is also mainly the unit that will measure the performance of your campaign, or in other words, the click-through rate. This is a common measure of success in marketing campaigns via email. However, this statement does not serve the call to action because it requires becoming custom fit. Therefore, the email message does not really ask that a customer buy something, but rather just more about the product and its features.
Offer more information. If a customer is not ready to close the deal, then this click here message can become a demand for a greater commitment. It is important to note also that a CTA must be able to inspire so that the reader will know what to expect by doing it. The CTA gives the benefit to the reader because it is able to answer the question What is in it for me? A CTA should able to explain the benefit well so that the service or product is able to match the CTA to the landing page where the email link is. For instance, a page with a lot of images will be able to show different varieties of the same service or product. So the call should invite the readers in an appropriate manner, such as Look at all the 20 colors here.
Consider positioning. Newsletters and bulletins will direct the reader to full stories where it is located in the website, and this is usually in an area near story summaries. So in a marketing email, tell your reader not only what he must do but also what he can accomplish by doing it. Therefore, the CTA must always be a clickable link. However, sometimes readers will want to directly navigate to your companys domain, based on the product labels and the text of your email, just as they will click on the CTA which is found at the end of the copy. So its important to set the call to action link somewhere prominent, like at the top of your marketing message, or reiterated several times in the message, ideally in between each major paragraph or heading.
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