Call to action (CTAs) are the words that convince the user to do what you want. This click usually leads to a conversion, such as a purchase, a reservation, a phone call, a registration, or any other action that helps achieve your goal. To convert effectively, you need to consider the entire message and thus persuade and achieve the action.
Now, immediately, today
Adding urgency is a very effective way to persuade. Adding words that serve as triggers is the most direct route. However, you cannot over use them and repeat them in every email. It is advisable to diversify with other options as we will see in the following examples.
Source: Really Good Emails
Numbers and data
When it comes to a discount or there is a promotion with an expiration date, numbers are important and are usually highlighted in the subject line and header. They can also be added to the button to give users even more reason to click and buy.
Source: Really Good Emails
Action verb
When writing a CTA, don't forget that it can be an action that the user may not have thought of before reading the email. One way to write it is to try to motivate the user, for example with a "Let's go" that encourages them to take the next step on the website.
Source: Really Good Emails
One-to-one
Making emails personal means addressing the subscriber by name, but also ensuring that the tone is friendly, one-to-one, so they feel more comfortable with what you are explaining. In this case, the button directs them to the section of the website where they can see the options available as a registered user.
Source: Really Good Emails
Precise and descriptive
A general call to action may not be enough to convince the user to buy. The clearer it is what clicking implies, the easier it will be for someone to want to do it. You can add data to reinforce the discount that will be applied or the name of the product so that there are no doubts about what is being achieved.
Source: Really Good Emails
Double repetition
One way to design conversion-focused campaigns is to make the CTA visible as soon as the email is opened. This option works when customers already know the brand and have no doubts, but an additional explanation and a second call to action may be necessary to not lose those who needed more details.
Source: Really Good Emails
Action first, features later
If your message has an objective, it is normal for there to be only one call to action. But if you want to explain a process that has several key moments, you can use the main CTA for registration or download and then explain the rest with other buttons that, indirectly, can also add conversions.
Source: Really Good Emails
Previous arguments
Another way to organize the campaign is to leave the call to action only for the end, when the benefits or reasons for registering for the service have already been explained. To keep the user interested along the way, you need to find a common thread that ends in the CTA.
Source: Really Good Emails
Curiosity to explore
For reservation businesses, where it may be difficult to promote a single place or updating data is complicated, the best call to action is to propose searching for options. In this case, more than direct sales, the aim is to arouse curiosity to see the available options.
Source: Really Good Emails
With a personal touch
For event registrations, it is most common to use CTAs like "Book your spot" or "Confirm attendance," but if instead of a general campaign, one is sent for each session, the action can be more specific and focused on the benefit of attending. And if you can use a recognized personal name as bait, even better!
Source: Really Good Emails
