CTA hero

C-T-yaaaaaaay!!

More times than not, an email’s success is measured by the number of clicks it receives. An important factor in getting that reaction is having an effective call to action. Get yours noticed with my tips below.

USE CONTRASTING COLOR
Make sure your call to action stands out by giving it high contrast. Whether it’s a link, a colored box or a graphic, do whatever you can to keep it from blending into the background.

From: Charming Charlie
Date: 11/08/15
Subject Line: It’s the last weekend of BOGO, sooo…
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Charming Charlie

Here’s an example where Charming Charlie used a dark plaid button to contrast the white background.

LOCATION, LOCATION, LOCATION
You should always aim to keep your call to action above the fold (aka where subscribers will see it without needing to scroll). Also, place it where the eye flows naturally.

From: maurices
Date: 11/14/15
Subject Line: Fa la la la fab!
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Maurices

Maurices does a good job getting their call to action above the fold in this example.

BE SPECIFIC
Subscribers should know where the link will take them without reading the email. For example, “Shop the Sale” would be a better approach than “Shop now.”

From: American Eagle Outfitters
Date: 11/14/15
Subject Line: Get your shirt together.
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American Outfitters

Although AEO’s call to actions are below the fold, they do a great job naming the buttons. Without reading anything else, I know exactly where the link “Shop Women’s Flannels” will take me.

KEEP IT SHORT
If your call to action is too wordy, it will become unscannable and could lose clicks. Making it too wide may also make it less apparent as a button.

From: Gap
Date: 11/13/15
Subject Line: a merry mystery awaits…
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Gap

Gap’s wording is borderline long in this example. It could be shortened to “Reveal Your Deal.” However, they do a good job calling attention to the call to action by giving it contrasting color, and by using the tree background which works as a giant arrow.

From: aerie
Date: 11/07/15
Subject Line: Welcome To Dreamland. FREE Boxer!
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aerie

Aerie kept their copy short, but they decided to go super wide. Because of this, it’s slightly less apparent as a button/link. If different wording was used, it could be mistaken for a headline.

USE INVENTIVE WORDING
Put your copywriter thinking cap on to make the link fun and unique. Take into consideration who your audience is, the theme of the email and the tone you’re trying to set.

From: Moosejaw.com
Date: 11/12/15
Subject Line: Hours Left to Get 30% Back
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Moosejaw

Moosejaw used some clever wording in this email. Their sub-message title says: “It’s getting Cold,” the call to action is “Bundle Up.”

CALL ATTENTION TO IT
Try animating your call to action, adding graphics to it, or making objects point to it. The sky is the limit.

From: aerie
Date: 10/14/15
Subject Line: Last Day For BOGO 50% Off Collection!
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aerie

Here’s an example from Aerie where a heart was included in the button. I ❤ this.