Guidelines For Writing A Powerful Call To Action

From Email Marketing Wiki
Jump to: navigation, search

When you launch an e-mail marketing campaign you are hoping that the recipients of your e-mail take the time to open the message and actually read it. That in and of itself is half the battle. The other half is getting them to respond to your offer. It doesn’t matter what your offer is, you need to get them interested enough to act upon it. In order to do this, you have to write a compelling and powerful call to action.

In order to write a call to action that actually gets the reader to act upon it you need to identify beforehand what you want them to do. Do you want them to purchase one of your products? What about signing up for your particular services? Are you presenting them with an informative article that gets them interested in receiving more information? How about simply visiting your website or online store? Do you want the make an appointment to be contacted at a later date?

Unless you know what you want them to do, they are not going to know. Your call to action is your way of communicating to current and potential customers what is going on with you and your business. This is the first greeting between you and new people who have asked for the communication and a continuing dialogue between you and your repeat or inactive customers.

When you are going to work on your call of action there are five key components to consider. All of these components have to do with how you build your e-mail. Depending on whether your e-mail comes directly from your company or nestled in a communication from a partnering company will be a big factor in determining how you need to set up your call to action. Let’s take a look at the five components.

Visibility – where is your call to action located in your e-mail? You want to make sure your reader sees the information. If it is buried in the middle of a lot of text or if it is at the bottom of the e-mail, your reader may simply not see it. Try to place your call to action in at least three different locations within the e-mail – at the top, in the middle, and at the end – in order to get the best exposure.

Clarity – make sure that your readers understand exactly what you are asking them to do. Use phrases like ‘Visit our website…’ or ‘Click here to learn more…’ in your call to action text. If you are unsure about how it reads or if it is clear enough, have someone else look it over and give you their opinion before you send it out.

Compel – tell your reader right away why your offer is something that they want to investigate further. Give them the benefits of following your call to action immediately. This is really what they want to know. Once again, use action oriented phrases.

Urgency – don’t leave your call to action open-ended. Let your readers know that they have a set period of time in which to act on your offer before you make it go away. People tend to respond better to deadlines.

Repetition – repeat your offer on the page you have your reader visiting when they click on your web page link within your call to action. This helps them remember exactly why they clicked on your link.

By making sure your call to action has these five components, you are setting yourself up to receive better results from your readers. Give them a reason to answer you.

Personal tools
Namespaces
Variants
Actions
email marketing basics
Tactics and Strategies
Design & Layout
List Management
Email Deliverability
Navigation
Toolbox