Effective E-Mail Marketing Call-To-Actions – E-Mail Thursday

TOPICSEmail Marketing


A call to action in an email marketing campaign can be defined by anything that allows the reader to perform an action. The action itself could be: redeeming a coupon code, clicking on a button or text link, or to call a phone number. It is very important call to action’s are clear and easy to find and that the call to action is relative to the motivation provided by the promotion or messaging in the email itself. For instance, if the purpose of the email is to promote a featured product of an e-commerce website, the call to action button should go to the actual product page of the website.

The most common mistakes in email marketing call to actions are broken links. It is imperative that all of the links are working properly or the click through rate of the email campaign will be substantially low. Whether the call to action is a graphic or a link, all call to actions have to be noticeable and relative to the messaging.

An example of image call to actions, would be Amazon. Amazon sends out promotional and image heavy email campaigns, they have several different call to actions, and mix graphic buttons with text links. With a banner graphic, the user does not have to necessarily click on the “learn more” button but can click on the whole graphic which will take them to the promotion of the website. The disadvantages to graphical buttons and graphic heavy emails are that certain spam software can block your images which will prevent the user from viewing the call to action button graphics. When using graphics, it is important to use either alt tags or title tags to give an alternate text description of an image if the viewer has not enabled the images themselves. This way, they can still get a clear picture of what they would be seeing and can click through into the shopping process.

An example of a text heavy email marketing campaign would be our very own Juicy links email. This email utilizes text links in which case the call to action text color is bright blue and underlined – this allows viewers to clearly identify links as links and not have to hover to make that discovery.

There are several different links for further information in which the user has the option to read more about. By having several call to actions there is a better chance in increasing the click through rate rather than just having one call to action that may not interest the user. This is a great way to achieve a high percentage of engagement with your e-mails. At the same time, if you are trying to encourage one specific actions, it may get lost amongst the crowd. It is important to recognize your goals early on to prioritize space and layout accordingly.

The text heavy email renders perfectly in the preview pane preventing the user from having to download any pictures or not viewing the call to action.

The goal of e-mail marketing is typically two-fold. One: just keep in touch with your user base and deliver a consistent message that builds brand loyalty. But the goals of individual campaigns are more specific and usually focus on direct actions or engagements with your website. The art of encouraging those actions boils down to your ability to use calls-to-action in a motivating fashion.

Whether they are in a text form or graphical; clear, noticeable and active call to actions within emails have a better chances of higher click through and conversion rates.

It’s amazing what the right calls-to-action can do for the performance of your e-mail marketing campaigns, but still, that is just a small part of the optimal e-mail approach. We deliver the optimal e-commerce approach to our clients through Optimized Lifecycle E-Mail Marketing. We can easily put this vision into the context of your store through a free audit. Feel free to call us at 800-504-4324 for more info.

Thank you – have a wonderful e-mail Thursday and enjoy the rest of your week!