Quick tip – pay attention to your call-to-action
November 5th, 2007 by Megan OuelletA very common call-to-action is “click here” as it is simple, straightforward, and universally understood. But that doesn’t mean that it works well. The call-to-action needs to be exciting so it grabs the attention of the reader, and it needs to be informative so the reader knows what to expect by clicking on the link. For example, if you send out an email announcing a webinar series, your call-to-action could be “Limited Registration – Sign Up Today” or “Registration Options Available Here”. Both calls-to-action describe what the reader will view after clicking on the link and both grab the attention of the readers as the first includes a scarcity clause and the second allows the readers to select the option that works best for them.
Also, many times email marketers make the call-to-action small and put it at the bottom of the message below the fold, which means it is very easy to miss. The call-to-action needs to be displayed prominently in your message and should be repeated several times throughout the email so your readers can’t miss it. You can use a larger font size in bold type face as well as using white space around the call-to-action so it really stands out.
You will notice an increase in your click-through rate if you make your calls-to-action easier to read and clearer to understand. And the more options you give your readers of clicking on the link, the more effective your calls-to-action will be.