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Action-packed CTA? Few things to consider before starting your CTA journey

CTAs or calls to action serve a divine purpose of fourfolding the email marketing success rate. When many CTAs are left unclicked, there are plenty of other email marketers, who attain great engagement through a single CTA (also considered as a high-converting CTA).

CTAs that shout “click now” are becoming clichéd and the requirement of a relevant & compelling CTA that can instantly and unflinchingly catch a subscriber’s attention is rising.

To help email marketers in achieving this very specific goal Monks with their zeal has come up with some surefire tips that will certainly action-pack your CTAs.

Pay heed to the color

85% of the subscribers make the purchase based on colors. According to a study different colors have different impact. For example; green CTA indicates energy, red helps in creating urgency, blue in building trust, orange indicates the go-get-it-done attitude while yellow easily grabs attention. Here is a great example of a converting CTA by Basecamp.

CTA Example

Apart from being the most popular color in the industry, blue also makes the customers feel safe and sound. Go by the motive, but don’t go too overboard as it can ruin your entire email design.

Compelling copy that converts

An irresistibly clickable copy is paramount, but it should also create a sense of urgency. Because CTAs are all about conversions, therefore; three things can be taken into consideration:

  1. Keep the copy short by making it crisp & specific.
  2. The usage of first person can increase the conversion rates up to 90%.
  3. To get decipher subscribers that click, use active words like “start, download, now, get, etc”.

Here is a great example form Crazy Egg.

CTA Copy

The copy of the CTA is in first person, which clearly echoes the voice of the customer and makes it hard to avoid.

Keeping your CTA in a perfect shape & size

Rectangular shaped CTAs are known to work the best for subscribers, but many email marketers are now taking the CTAs to the new level. Different shaped & sized CTAs are now being introduced to keep the subscribers engaged and active. This tempting email from Storenvy explains the different CTA concept in a better way.

Round Shaped CTA

The CTA is very direct, clearly visible, innovative, and it is excellently grabbing all the attention.

If you are considering differently shaped CTAs then it is quintessential to consider the size too. However, Apple uses and recommends the 44X44 px. size rule, but it is also crucial to consider the design to make your CTA stand out.

Above Vs. Beyond the fold

Placing the CTA above or beyond the fold has always remained the most talked about matter. Where one study stated that 80% of the subscribers thoroughly check above the fold, many email marketers still chant beyond the fold mantra. Thus, it is imperative to serve every crucial information above the fold along with the CTA, just like Fitbit did in one of their emails.

Fitbit

The CTA is very direct, clearly visible, innovative, and it is excellently grabbing all the attention.

If you are considering differently shaped CTAs then it is quintessential to consider the size too. However, Apple uses and recommends the 44X44 px. size rule, but it is also crucial to consider the design to make your CTA stand out.

CTAs with images or without?

CTAs with images grasp more attention than CTAs without images. Though, many email marketers consider CTA with white space, but as harsh it may sound it actually appeals to very few subscribers. However, a CTA placed right below the image can attract even more attention than you think. Here is an outstanding example from Apple.

Apple

The CTA has perfectly placed over the image and is likely to attain more clicks than the CTAs with white background.

Still craving a CTA that can help in increasing the ROI and action-packed as well? Checkout our CTA best practices infographic and make your next email campaign a big hit.

Takeaway

  • Every subscriber is different, thus test and place your CTA accordingly
  • Don’t ruin your email design by going too overboard with the CTAs
  • Talk to your subscribers through CTAs by using first person
  • Test different CTA shapes & sizes
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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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