Call to actions are used to entice users to sign up for your email list. Gaining access to your user’s emails allows you to create brand loyalty and build a relationship with your users. The effectiveness of email marketing makes your call to action a very important part of your site. There are plenty of examples of extremely well done call to actions. Each of these unique call to actions have the same five elements. As you create your call to action, check off each of these five details to make sure your call to action packs a punch and gets people clicking.
1. Emphasize the Call to Action Button
The user’s attention needs to be drawn directly to your call to action. This means the pop-up or slide through needs to catch the reader’s attention while remaining on brand. It’s even more important to make sure the submit button is clear and bright. The user needs to easily see where they need to click. Make sure the user isn’t guessing where they need to opt in.
2. Be Unique
The text on your submit button can be a simple send, or you could use that copy to distinguish your brand. The text on your call to action button can be the cherry on top of your brand identity. Let the button speak to your brand and to what the user will be getting by signing up. Instead of “Send” consider “Start Saving”. If your newsletter has a broad variety of information that is hard to quantify in a button worth of text, try being clever. A simple “Be Awesome” makes the reader smile and helps to categorize your brand with them.
3. Tell Them What to Expect
Be clear with your user. Part of the reason people hesitate to sign up for an email list is their fear of spam. Let the user know what they’ll be getting to ease their worries. Tell them how frequently they’ll be receiving emails and the type of great content they can expect from you. Bullet points are a great way to convey information without overwhelming the user with text. Consider using a sample of a newsletter to gather emails. This way they have a physical sample of what you have to offer.
4. Offer a Solution
No one likes to feel out of the loop, or like they’re doing something wrong. Use this to your advantage. Your brand can help your users solve a problem, even if they don’t know they have one. Whether you’re a clothing company that can help them fix their summer wardrobe woes, or a marketing company that can offer them quick tricks to conquer social media. Whatever your niche, if you can convince a user that they need you then increased subscriptions, and therefore sales, will quickly follow. Don’t be afraid to tell the user they’re doing something wrong. A title like “Are You Hurting Your Email Campaign?” can make the user think twice about their current email campaign. No one is perfect, and everyone loves tips from the experts. That’s something you can offer.
5. Easy to Unsubscribe
This point may seem counter intuitive, but it plays a huge part in making a user feel comfortable handing over their email address. As we’ve said above, today’s users are protective of their information. Fear of spam makes users keep their email address close. By stating that it’s easy to unsubscribe and that they can opt out at any time, you tell the user that your content is not spam. Valuing the users time and privacy builds a sense of trust with them and starts your relationship with them off on the right foot.
Your call to action is one of the first interactions you will have with the user. Look at it as a way to explain your brand and build a relationship with the user. Getting them excited to see your email in their inbox is the goal and your call to action can be a great first step at doing just that. Follow these five steps and you’ll have your user eager to click away on your next email!