You’ve agonized over your subject line. Your offer is spot on. You’ve segmented your lists so you know this email is going to just the right audience. But have you put enough effort into the ask, what we call the “call to action”?
If not, you are jeopardizing all the other work you’ve done.
Your subject line gets people to open your email. Your body copy gets people to read your email. And your call to action (or CTA) gets people to act on your email—or it should at least. That’s its job. But it’s harder than you’d think to get people to click, and it’s really easy to ruin your CTA’s chances of success. Three easy (and common) ways to ruin your CTA are:
In addition to avoiding those ways to ruin it, however, there are also many ways of improving your call to action, even if you’re already spending a lot of time on it. Consider these eight ways to drive more action with your call to action:
Your call to action is like the frosting on your cake. What’s a cake without frosting, and what’s an email that’s not driving a response? Pay attention to the CTA, to drive as many actions as you can…and more interactions with your brand.
This article was first published on Integrated Marketing Association.