As part of our ongoing monitoring of trends in advertising, email marketing and public relations, NST is always looking for new ways to help clients improve their call to action (CTA).
In the digital age we live in, people are spending less time reading brand emails. In fact, a report from Statista states that people spent an average of 10 seconds reading a brand email. For comparison, in 2018, people spent a full three seconds longer reading brand emails, for an average of 13.4 seconds per email. Clearly this window is shrinking.
So how do you grab a reader’s attention in such a short time frame? A clear and purposeful CTA.
Having a clear CTA is important in all our communication, and in email marketing campaigns incorporating a strong CTA helps a brand’s message stand out amongst an overflowing inbox. Here are three tried and true tips for creating a CTA that not only helps gain customers but also creates loyal fans of the brand in the process.
Tips for a Successful CTA
1. Identify the audience’s desires.
What would motivate your audience to follow through on what you are asking of them? By connecting your CTA to fulfilling those desires or motivations you deliver a more personalized message with meaning to your audience.
Example: Are you asking them to click on a hyperlink – why should they? Consider adding a giveaway that’s tied to the landing page or a coupon for a product discount.
*Bonus – if you track the landing page visits from the email hyperlink you have metrics that can validate any ROI.
2. Use words that inspire.
Instead of using bland average language like “Find More” or “Visit Here” try to create a message that resonates with your audience’s emotions.
Example: “Learn more about our property” could easily be taken to the next level with “Find your Oasis”
“Visit our website” could be elevated to “See for yourself”
“Sign-up here” can transform into “Join the club”
3. Make it Easy.
Whatever you’re asking the user to do – make it simple. Whether that’s clicking a button, sharing a link, signing up for a newsletter – the easier the action is, the more likely your audience will feel motivated to follow through.
Example: If the goal is to sign-up for alerts or emails, add a link that directs users to a landing page with a clear form to fill out their contact information. And be sure to tell them what they’ll get for their action, which should far outweigh the effort they need to put in. A good CTA can help with decision fatigue and give meaning to your content.
When strategizing for your next email marketing campaign – give these tips a try!
Need help evaluating what will work best for your brand or drafting the kind of content your audience will love? NST is here to help! Give us a call and let us help you take your brand communications to the next level. (How’s that for a compelling CTA?)
