[#EmailChat Recap] 7 Tips For Creating Compelling Calls-to-Action

The call-to-action (or CTA, for short) is arguably the most important part of an email. It’s the difference between subscribers reading your emails and subscribers responding to your emails. How else would you get your readers to do what you want?

Since these seemingly small bits of text are actually quite a big deal, we asked the AWeber community to share their best advice for creating a call-to-action that counts.

From the best length and placement to the power words you should add to your email vocabulary, here’s 7 things we learned about CTAs that will blow your mind (or at least your click-through-rates):

1. It’s the difference between a loyal customer and a missed opportunity.

Key Takeaways:

  • Don’t miss out on an opportunity for more time with your subscribers. A good call-to-action should link out to relevant content or products.
  • Your CTA should be actionable. Make your reader want to do something!
  • Put yourself in your subscribers’ shoes: What would make you click?

2. Think beyond ‘Click Here.’

Key Takeaways:

  • Test everything from language to colors and placement.
  • Keep the focus on your subscriber with first-person language.
  • Copy that feels too aggressive is a turn-off. Keep things fun!

3. Keep things short and sweet.

Key Takeaways:

As a general rule, your CTA copy should be:

  • Short
  • Sweet
  • Specific

4. Where to place your CTA? The answer varies.

Key Takeaways:

  • Your subscribers are always thinking, “What’s in it for me?” Show them value before asking them to click through.
  • Your call-to-action should feel natural and flow with the rest of your email copy. Keep it focused.
  • Testing is key to find out the placement your subscribers will most likely respond to. It’s common to see calls-to-action at both the top and bottom of an email, but a good split test will reveal what’s right for you.

5. But we all agree, your call-to-action should stand out.

Key Takeaways:

  • Your copy should be clear and actionable.
  • Color plays a key role. Make sure it “pops.”
  • Play around with things like type and design. It all comes back to testing!

6. Want more ideas for testing?

Key Takeaways:

  • Color, size, placement, links vs. buttons… these are all easy things to test!
  • Make sure you keep track of what worked best and use it in your campaigns moving forward.
  • But whatever you’re testing, be sure to test one thing at a time.

7. Make note of these powerful call-to-action ideas.

Key Takeaways:

  • Experiment using “you” and “I” in your CTA copy. Give ownership to your readers.
  • Add a little personality with humor, quirky copy, etc.
  • Think like your subscriber. What would get you to click?

Coming Up

Thinking of using video in your email campaigns? Maybe you’re not sure where to start? Join us this Thursday, March 3 at 12pm ET for a special #emailchat on pairing video and email. We’ll be joined by Margot Mazur, Community Manager at Wistia, for some expert commentary.

Follow us on Twitter (@AWeber) to stay up-to-date with the latest news, resources and events.

How are you using calls-to-action? Have you tried any of these split testing ideas? Let us know in the comments!