BUSINESS
A call to action
20-05-2009
by denise cox
denise cox argues that an email's calls to action need to be found in just seconds.
The Call to Action (CTA) is the reason you are sending your email; it’s the “action” you want people to take with your content.
So how do you go about maximising your chances of eliciting an action? It's all in the way you phrase your words in the email. Craft them using active language to build interest or create a sense of urgency. For example, instead of “learn how” use “learn now”.
Give readers choice - Don’t confine actions to email (“email us for more information”). Here are some ideas:
- Phone Us
- Live Chat with Us
- Download a whitepaper
- Click to (destination link)
- Forward this to a Friend
- Do this (action) now.
Make sure you place your CTAs near the relevant content.
Before you send - Show your email to someone who hasn’t seen it and ask them to find your Calls to Action on a page. They should be able to locate them within three seconds.
[source: denise cox, Newsweaver.ie]
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