Marketing emails can be successful with a variety of formats, styles and themes, but there is one thing they all need, regardless of the kind you use. In fact, this one thing could mean the difference between successful and unsuccessful email marketing campaigns.
So what is this one thing? A call to action. It sounds simple and this advice may not seem all that valuable, but when you realise how powerful calls to action are, you’ll never skip them again.
What is a Call to Action?
You have probably heard the term “call to action” in reference to all kinds of marketing tactics, since they are widely used in content marketing, social media marketing and blogging, among other tactics.
In essence, a call to action is a direct invitation for a market to do something. It asks the reader to take some kind of action after reading the content.
Calls to action can be as simple as asking readers to follow you on social media or they can be as involved as asking people to visit your location or make a purchase. Anything that asks a market to do something is classified as a call to action.
How to Use Calls to Action
To make calls to action work for you, you need to use them strategically. There are two things you should keep in mind.
What Appeals to your Market?
First, your call to action should ask your market to do something that that specific audience would want to do. Asking people who don’t need your product to buy it won’t get you very far. Choose calls to action that are in alignment with your target market and the audience that will be reading your content. If you can’t get your audience’s desires to match your calls to action, you may be targeting the wrong group.
What will Help you Achieve your Goals?
Secondly, keep in mind that your calls to action should ultimately help you achieve your marketing and business goals. If your goal is to make more sales, you should ask people to make a purchase. If your goal is to raise brand awareness through social media, ask people to connect with you on your social media accounts.
Of course, some calls to action may indirectly help you reach your goals. For example, if you find that your social media accounts help you make sales, asking people to follow you on social media could support your sales goals.
Email Marketing Calls to Action
So, how do you use calls to action in your email marketing? First, use the two tips mentioned above to make sure your calls to action appeal to your email subscribers and that they will help you achieve your goals.
Email marketing calls to action need to be designed to be read quickly and they need to be easy to respond to. Remember that people are reading your emails quickly as they sift through their inbox, and if you don’t get their attention right away, they won’t read your call to action, let alone respond to it.
Include easy-to-spot links in your email marketing messages and make your calls to action visibly stand out with different colours or graphics. Also be sure that you tell people what kind of value they will experience if they take the time to respond to your email and take action.
Adding calls to action to each of your emails will make them much more powerful so they enhance your marketing campaigns and bring bigger results.