Wednesday, March 12, 2008

Email Design – Is your CTA Actionable?

Email Design – Is your CTA Actionable? - Part of 4Rs of Email Marketing

CTA or Call to action is like the button on your TV remote which when triggered makes your TV do the things which you want it to do. Similarly your CTAs should be punchy and actionable. Well crafted too, so that when you take an action by clicking some link on the email you should be able to drive the relevant action from the customer/prospect.

Your CTA should be placed well in the email which is easily located. Also, it should come at a point in time that there is some suspense element, some kind of need that is created and should create urgency.

-Using quick links in the newsletter.
-Offers should be highly visible.
-Probably using colours, images, or simple text (but should be punchy and actionable)
-For European, Asia and American geos, preferably left aligned or centre aligned
-For Middle Eastern geos, preferably right align.
-CTAs like click here should be avoided as they trigger spam filters.
-Read more…, Learn more…, Get this whitepaper here, Get your own copy, Click to continue… and more…

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