Calls to Action must stand out

[armdrejoan]

Consider the call to action not as the place to inform, but as the place to use a few, but powerful words to lead your reader to the action you expect.


Design-wise, your CTAs need to be very obvious within the truemoney database message. They shouldn’t be hidden in a text block, but separated from the main body of the text and made to stand out from the background (there’s nothing wrong with it being white, what matters is that the CTA has what in technical jargon is called “air”).

Calls to Action must be clickable: this observation is true for every link in your message, but it is even more true for the most important link in the email. Make it clear that the CTA is a link: putting the action in a button is the most consolidated practice, remember to use a larger font-size than the main text and, if necessary, bold. If you send a text-only message, highlight the CTA using special characters.

In addition to placing the call to action at the end of the message, make sure that at least one is visible in the first portion of the message: useful in the (frequent) case in which your reader does not read the entire message.

Segmentation is valid for everyone: even for Call to Actions
If the size of your audience is important, you are probably already segmenting your mailing lists, so remember to adjust all the characteristics of the message, including, of course, the call to action. Every time you make a call to action specific to a segment (demographic, by product category, by purchasing behavior, etc.) that will read your email, you will improve performance.

E.g. Imagine the redemption of a mailing with provincial segmentation where the call to action is of the type “Discover the offer for [your-city]”, even though the link points to the national catalog.