Calls to action in email marketing

29th September 2011 By Sam Burrows in Email design

Calls to action are a key part of any email marketing campaign. It’s one thing reaching the recipient's inbox; however this is only half the job. You need to engage with your audience and make sure they are following the path you have set out for them. This needs to be a simple process.

Here are five tips that you can apply to your email to improve conversion.

Decide what you want the recipient to do - Whether it is signing up for a seminar or purchasing a product from your website, establish a journey that you want the end user to follow.

Make the call to action stand out
-Make it chunky and distinctive from everything else on the page. Contrasting colours are always a good way to go. There is no point in having your call to action hidden, because guess what…people will struggle to find it.

Position it where no-one can miss it - Putting the call to action at the bottom of the email is not a good idea. The likelihood of everyone reading to the bottom of your email is slim. Make it one of the first things on the page so your readers can’t help but see it.

Tell people what you are directing them to – Let the recipient know that it’s going to be an easy process to sign up to your event, or that purchasing this product is only a few clicks away. Everybody uses ‘click here’ or ‘read more’, so be adventurous and convey a sense of urgency or provide a click incentive.   

No surprises
– Once you have enticed the recipient into clicking on the button, the last thing you want is to do is lose their business because you did not provide them with what you promised. Make sure your call to action goes through to the right page and that any links or forms on that page work.

See example below.

Call to action

Sam Burrows
About the Author

Sam Burrows

Sam is the lead designer for little green plane. A key driving force within the design team, he ensures any email templates and landing pages designed for you are fresh and engaging, whilst adhering to best practice guidelines and your existing brand collateral.