Emails with a single call-to-action increase clicks 371% and Sales by 1617% according to Ellie Mirman, VP of Marketing at Toast. A call-to-action tells your readers what step you want them to take next. Some marketers overlook inserting a call-to-action in marketing emails. Without them, you leave the reader without direction and more likely to move on to the next e-mail.
Savvy marketers know images and graphics increase reader engagement. These marketers don’t just include a call-to-action in their messages. They create a button to instruct the reader what to do next. Unbounce.com identified the importance of call-to-action buttons in an article by Michael Aagaard:
“Button design is a visual cue that helps attract prospects’ attention to the call-to-action. In other words, button design answers the question, “Where should I click?”
Including a call-to-action button doesn’t need to be an overwhelming step in your content creation process. Here are five steps to creating a call-to-action button that makes the reader WANT to click.
Make it stand out
Creating a message consistent with your overall brand is important. Make sure the call-to-action stands out instead of blends in with the color scheme and e-mail design. Use contrasting colors. Unbounce.com recommends starting with an orange or green button because they typically test better than other colors.
Use action words
Buttons require you to keep the message short and simple by making the most of a small space. Use action words to direct your reader to what’s next. Wordstream recommends using 2–5 words to get your point across.
Example: Start your free trial!
Being negative is positive
According to Wishpond, negative call-to-actions make brands appear more honest. These amplify the reader’s current problem and utilizes alarm to compel the next step. A commonly-used negative action word is ‘troubled.’
Example: Troubled with website coding?
Include ‘you’ or a merge field to include the reader’s first name. Personalization connects the reader to your message. The stronger the connection, the more likely they will take action.
35% of surveyed customers identify long hold times as bad customer service. Customers don’t like to wait for anything — even if it’s free. If you sell or give away an electronic report, ebook, whitepaper, etc., promote instant access. Readers are more willing to take action if they know their need is fulfilled instantly.
Use a call-to-action button to increase your unique clicks and sales. Follow the five steps outlined here to craft a powerful button that stands out from the rest of your content.
The post Short and Simple Call-to-Action Buttons appeared first on BrandBlox — Email Design and Coding for the Brand-Oriented.
Originally published on Wordpress