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BizReport : Email Marketing : December 09, 2016

How to use your CTA to drive email conversions

The Call to Action of any ad is crucial to success, but in email the CTA can spell the difference between engagement and a list member unsubscribing. Here's how to use the CTA to keep customer engaged and clicking.

by Kristina Knight

First, Design Your Email and Write Your Copy Around Your CTA

"Rely on the main message of your email to showcase the benefit of your product or service and leave the closing to the CTA. Keep your CTA short and sweet so the recipient has clear direction as to next steps and avoid the temptation to give your users too many CTAs. Successful CTA phrases include Shop Now, Learn More, Request a Demo or Register now," said Scott Heimes, CMO, SendGrid.

Second, Test Subject Lines of All Email Marketing Campaigns

"Discount offers don't always result in higher engagement. In fact, discounts may have a negative effect on engagement rates. A/B testing is a way to measure the success of your email marketing campaign. Every business and email list is different, so we suggest that you test what works and what doesn't with your recipients. By A/B testing, you can determine which tactic works best," said Heimes.

Third, Shorten Subject Headers And Do Not Use Links/Hashtags

"While seven words is the most common subject line word length, three word subject lines have the highest engagement rates. Out of the three word subject lines, recipients also prefer certain words over others. Subject lines referring to "yesterday" and "tomorrow" have higher engagement rates that "today,"" said Heimes. "Subject lines that contain URLs and hashtags do poorly, with average engagement rates of less then 10.5 percent."

Fourth, Make Use of Your Pre-header

"Marketers often forget about one of email's prime pieces of real estate -- the pre-header text. The pre-header text is the small snippet of text that can be seen in the inbox, after the subject line. Don't leave the automatic placeholder, "Can't view this properly? View in web browser." Instead, you can use this space to reiterate the CTA, or add an additional important directive that you didn't have space for within the subject line," said Heimes.

Tags: call to action, CTA tips, email conversions, email marketing, SendGrid

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