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How to Improve Your Click Rate With Irresistible CTAs

Here’s the deal: your emails are incomplete without a tempting CTA.

Think about it.

Without one, you’re just rambling on to your readers about some random story or information without a purpose!

So if you want your emails to work, you need to tell people exactly what to do after they’re done reading.

Thankfully, that’s why CTAs exist.

Every word and aspect of your email is ultimately connected to your CTA. And that’s why you need to use the right CTAs in the right places.

By creating call-to-actions your readers won’t be able to resist, you’ll automatically improve the performance of every message you send.

So let’s dive right in!

How to Craft Irresistible CTAs

1. Define the Purpose of Your CTA

It’s very easy to write generic CTAs, like “Buy Now” or “Sign Up”.

But do they always work? Not really…

To have an impact, your CTAs need to be more than just words. They need to have a solid purpose!

Think about WHY you’re sending out the email in the first place. What do you want your contacts to do after they read it?

Here’s how PluralSight entices readers to attend a productivity webinar:

Now, “Get more done” is a fantastic CTA!

We love how it addresses a specific concern of their target audience, who is most likely struggling with multitasking/productivity issues.

2. Encourage Immediate Action

An effective CTA makes the reader want to take action right away.

It instills a sense of urgency. Which is important if you want your emails to have an immediate effect.

If you’re announcing a sale, for example, you’d like your customers to make a purchase before it ends!

Or if you’re sending out a discount coupon, you’d want them to use it before it expires!

Using action-oriented words like ‘Now’ or ‘Today’ is a great way to encourage readers to take instant action.

Here’s an example. Optimizely sends out these follow-up emails to encourage inactive contacts to use their free trial:

See the CTA at the top? It’s full of active language and urgency!

It even warns the reader they might be “too late” if they don’t use their free trial right away.

The truth is, you don’t have much time to convince your readers.

You barely have a few seconds. And if you don’t use exciting or urgent words, you might lose your chance.

3. Tell Readers What to Expect

No one likes to click on the unknown. That’s suspicious (and kind of scary!).

Your readers should know exactly what will happen when they click on your CTA. Telling them what to expect reduces the uncertainty involved and helps builds trust.

For example, you can add words like ‘Risk-free’, or just ‘Free’, in front of ‘Sign up’ to minimize the perceived risk.

You can also highlight the benefits of clicking on the CTA to make it look more appealing. Or add an explanation next to it so readers know what’s going on.

Here’s how Trello does it:

Notice how the text above the CTA tells the reader exactly what will happen when they click on “Get Inspired”.

It’s simple. If your readers know what the deal is, they’ll feel much more confident clicking on that button!

4. Make Your CTA Effortless to Find

Do you really expect your readers to hunt for your CTA? They won’t!

Hiding an important call-to-action at the bottom of your email, or tucking it away somewhere in the corner will NOT get you a good response.

But shoving it in their faces where the rest of the copy gets ignored won’t guarantee you any success either.

If you just fill your email with big, screaming CTAs, you’ll come across as pushy. And your readers will feel like you’re selling to them, not helping them.

Lyft places their CTA very strategically in this email:

See how they’ve conveniently sandwiched in between the sections of text? Between the placement and the bold color, their CTA is super prominent AND easy on the eyes.

The key is to make your CTA effortless to find, while ensuring it blends in seamlessly with the context at the same time.

5. Test & Optimize

That’s right. Even the best marketers need to put their ideas to test before they can start using them.

The reason is simple: your readers can be unpredictable!

It’s always a good idea to test out multiple variations of your CTA among a select group of contacts first and find out which one gets you the best response.

Also, no two contacts are the same. They might have similar interests yet still approach your brand in different ways.

To fix that, segment your audience and send out emails with tailored CTAs. This ensures your emails have the maximum impact on each segment.

Finally, don’t forget to optimize your CTAs to look just as fabulous across different devices!

Are You Getting Your Readers to Take Action?

The tips above will help you out a great deal, but you can always be creative and come up with a unique CTA that works best for you.

Remember, it’s okay to experiment!

The key is to know your readers and speak in their language.

Did you find any of the tips listed above helpful? We’d love to know!

Feel free to leave us your comments and/or suggestions below.

Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!
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