What makes a call-to-action really actionable? Is it the tone, the offer itself, the placement, or the timing? After taking a look at an extensive collection of real-world examples of great CTAs, we’ve found that it takes a combination of these things plus other factors to really get readers to act on a CTA. When you’re using a contact lists of email recipients in your campaign, your CTAs need to have that extra nudge to get the job done.
We’ve recently checked out HobSpot’s free eBook, “101 Examples of Effective Calls-to-Action,” and, as with anything from HubSpot, it gave us a lot of eye-opening insights. This resource material offers tons of great CTA ideas that brands in the real-world use. In today’s blog post, we’ll be looking at common qualities that we think the most effective CTAs have and incorporate these into six useful tips you can easily apply:
1. Facilitate discovery.
In the B2B email marketing world, it’s a given fact that the fastest way to get recipients to act on something is to offer useful data, information, education, and insights that make them do their jobs or live their lives better. Make sure that your CTAs include the chance to discover and learn as incentives for taking action.
2. Tell readers what’s next.
Aside from telling the recipients in your targeted marketing contact database what they get, try to frame your CTAs in such a way that your readers are provided a glimpse of what to expect from your engagement. This is especially important for lead nurturing where a series of emails are used as touch points along the way.
3. Be transparent enough.
You know how some people feel about filling out forms or following links; they often get anxious. This leads to hesitation which ultimately results in inaction. Your CTAs should demonstrate enough transparency to remove any doubts on your readers’ part. Be upfront about where you’re taking them or what you intend to do with the information they share.
4. Remove any distractions.
CTAs should stand out in your message more than any other component. This not only means making CTAs easy to read, locate, and follow, but also requires you to eliminate any source of distractions – images, superimposed text, other (minor) CTAs, etc. – from the immediate vicinity. Ensure that the color scheme you’re using makes your CTAs easily visible and understandable.
5. Don’t be afraid to brag.
If you think you really have something of value that your readers can benefit from, then, by all means, let your email recipients know. Of course, this doesn’t mean you can go around using superlative adjectives or making exaggerated claims every time you can. Just promise what you can deliver and work toward having it fulfilled.
6. Translate to their terms.
Always express your benefit statements in your readers’ terms. For example: instead of saying “Read More Time-saving Tips at…,” why not write “Start Saving 10 Minutes Each Day…”? The key idea here is to translate what your offer means in terms and situation that they can experience.
Keep in mind that your CTAs are the tiny things in your campaign that drive your leads or customers from one point in the pipeline to the next, so be sure they’re really working to that effect. If you’ve missed our earlier blog post on the basics of crafting effective CTAs, then you may want to check out “6 Tips for Developing Calls-to-Action that Yield Conversion Rates with any Sales Lead Database” on this site.