Call to Action

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You have taken all the necessary steps to create a great online presence, and your email marketing campaign is carefully designed, but you aren’t getting the results you were hoping for.  One of things I would suggest to examine is your call to action. A call to action is any interaction with your visitors or recipient that encourages them to take immediate action after reading or viewing.  A call to action could be a link to click, a product or service to purchase, a sign up, or basically anything you want the visitor to do. The way you present the call to action depends on what your goal is. If you are trying to get your email recipients to participate in a poll or sign up for a service, you could display the call to action as a link that will direct the leader to a page that helps them sign up, etc. The best way to achieve success with a call to action is to make it as simple as possible, and as clear as possible with a tone of urgency to respond to the call.

Here are some tips:

  • Define what your goal or objective is. In order to have a successful call to action you need to set your goals and target them. Until you know exactly what you are trying to achieve, you can’t ask the customer to help you achieve it. When your objective is clear you can create a clear, appropriate call to action.
  • Strategic placement is important. You want to attract the reader’s eye to the call to action and make them notice it. It should be in a place that makes it stand out and in a way that users take notice of it immediately (but don’t make it too obnoxious, use good sense and taste).
  • Simplicity and clarity is equally as important as placement. You want the visitors to react and respond the way you want them to. If what you want them to do isn’t clear or is too confusing, they likely won’t do it. Be clear and concise in order to get the best results. You also want to be persuasive and elicit a sense of urgency by using phrases like “call now” , or  “limited time”.
  • Limit the number of calls to action, the reader will likely be overwhelmed, and you label everything as urgent, then it may seem as though nothing is really that urgent.

One of the biggest tips is test. Test different call to action phrases and designs. Find out what works best for your subscribers and what they react to. A good call to action could make a real difference in your bottom line!

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