Call to Action
Once your reader has read your email, you’ll likely want them to take some sort of action, such as buying a product, reading a blog post or attending an event. In a dedicated email for, say, a product launch, a good rule of thumb is to have one, clear call to action (CTA) (e.g., “Buy Now”), so the reader doesn’t have to decide what action they can take; instead, you are showing them. Take the time to decide what action you want your reader to ultimately take and craft an enticing CTA. You can include your CTA in multiple places and in different formats, for example, as a clickable button or as a link. Make your CTA appear big, bold and colorful to draw the reader’s eye, so they can easily find it.
Don’t waste any opportunities to provide links to enhance your reader’s user experience, but don’t overuse them either. Have you ever received an email where you had to scroll all the way back up for the link? If so, you know how inefficient it can be. You want to make sure you provide your link in multiple areas of the email to reduce the workload of the reader and increase the opportunity for them to click on it. Similarly, you should also be linking images or pictures included in the email, as these can be easier to click and has become common practice in modern email marketing.
With thousands of emails being sent to people’s inboxes daily, you want to make sure yours stands out from the crowd. Craft an eye-catching subject line, include stimulating visuals and an attention-grabbing call-to-action and watch your reader’s engagement drastically increase. It takes time to understand your reader and what kind of content they enjoy engaging with, so this process might take some trial and error. However, once you know who your reader is, you can more easily craft effective email content that they’ll actually read.
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