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The call-to-action (CTA) is intended to encourage the recipient to take the next steps after reading your email. If you want your recipients to perform an action as a result of reading your emails, either to read the full article on your website, register for an event, or purchase a product, then the CTA is key.

Therefore it is important to create a CTA that will grab your subscribers’ attention.

How do you do this?

Testing is obviously crucial, but what can, or should, you test?

The design of your CTA

How does the size of the call-to-action compare to other elements within the email? Try adjusting it for size, white space, colour, or (ideally) all three.

For example, the colour of the CTA can help it stand out on the email. An easy variant to test is to choose a colour that’s opposite your dominant shade on a colour wheel. For example, if the majority of the content within the email is blue, make the call to action yellow or orange, that way no one can miss it; the eye is drawn to it. Which is exactly what one of our clients Euromoney did. The orange CTA outperformed the blue CTA by 15% (the full case study can be found here).

You can also test using image CTAs vs text. Are people reading your emails without downloading the images? If so they are not going to be able to see the image CTA. Therefore a text CTA may work better, or even test designs that include both.

The placement of the CTA

Remember that people generally read your email in an “˜F’ shape on a desktop device and an capital “˜I’ shape when reading on a mobile device. Bear this in mind when placing your CTAs, and test moving the placement of your CTA within those shapes in the preview pane section of the email, so that it is easily viewable, allowing the recipient to click straight through. It is also a good idea to try placing secondary CTAs lower down the email, for those recipients who read further on, allowing them to easily click through without scrolling back up.

The CTA wording

The wording of your CTA is very important; you need to consider where people are in the process to determine the best CTA to use.

If you are encouraging the recipient to sign up for an event for example, and this is the first time they have heard about the event (this year at least), you would want to include a “˜learn more’ CTA, as it’s likely that they are not yet at a point where they are ready to register. If you’re sending a follow-up campaign to those recipients who had clicked through on the first email, then a “˜register now’ CTA could work well, adding a sense of urgency to the CTA.

Different CTA’s to consider;

Do a split test to see if amending the design, placement or wording of your CTA can have a positive effect on your click through rate.

If you’re an Adestra client, and would like any further advice, please contact your account manager.