Your Email Marketing Call To Action
November 7th, 2008 by Nick
Every angle of website marketing requires a clearly identified and outlined Call To Action, or CTA. Before you can even begin to determine your Call To Action, though, you first need to identify the desired action that you wish website visitors, or email marketing list members, to take. In the majority of cases with email marketing the most desirable outcome is for the reader to click on one of your links and visit a page on your website. As such, this is the Action in your Call To Action.
A Call To Action is a section of your email that encourages readers to perform that action. A CTA can be subtle or it can be as heavy as a brick depending on the type of email marketing message you send, although a combination of the two usually works best. Email marketing recipients are fully aware that you're attempting to sell them something but they don't usually want you to spell that out to them.
Websites and emails commonly make the mistake of using Click Here as their CTA. This ineffective Call To Action will do you no favours because it needs to be qualified exactly why people should click there. Clicking a link is not a particularly desirable thing to do for your readers unless they believe they will gain something at the end of it. That something can range from the provision of genuinely helpful information to access to some of the best prices on the Internet. In short, it should essentially look to answer some problem or question that your readers have.
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Treat email registration on your website as you would do a paid search ad on a major search engine and this technique can help dramatically to increase your conversion rate.
To combat email address churn, develop a process where you systematically reconfirm subscribers’ email addresses. Look for a variety of mechanisms to accomplish this, such as in the call center or through authenticated site visits.