This is how to write a strong call-to-action for an email

What is a call-to-action?

A call-to-action (also called a CTA) literally translated is a demand for action. With a CTA, you want to encourage the reader to take action. This action can be anything. Think about viewing a certain product, filling in a survey, liking a social media post but also opening an e-mail. In this blog, we will focus on CTAs in e-mail.

To better understand a CTA in e-mail, take a random marketing e-mail from your inbox. Study it carefully and include everything in it. The subject line, the pre-header, the intro of the email, and the body plus closing line. How many call-to-actions do you count? Most likely more than two. The first call-to-action is found in the subject line or pre-header, with which the sender wants to convince you to open the e-mail. The second call-to-action (and possibly more) are in the e-mail itself. Usually, all the CTAs in the e-mail are intended to lure you, the recipient, to the website and eventually make you place an order.

Writing a strong CTA

So how do you write a strong CTA for email? We put together 7 tips for you:

1. A strong CTA is clear. It should be immediately clear to the recipient what is expected of him or her. A playful CTA stands out, but as soon as a recipient does not understand what to do, the call-to-action fails. A vague CTA, such as simply "Click here" will generate less than a CTA that is clearer: "All offers".

2. A strong CTA stands out. For example, place your CTA in a coloured button with enough white space around it. The recipient's attention will certainly be drawn to the button first. Prefer no button in your e-mail? A "normal" link is also possible, but stick to the familiar layout (an underlined text with a different colour).

3. A strong CTA evokes urgency. You want to create a certain urgency with a CTA. The recipient must take immediate action, otherwise, for example, he will miss out on a great offer. How you create urgency is entirely up to you. But note: seduction is allowed, deception is not.

4. The placement of the CTA also determines success. A CTA above the fold of an e-mail (this is the part of the e-mail visible without scrolling) always works best. But don't forget the CTA below the content the CTA is about!

5. A strong CTA is personal. A CTA in first person generally scores better than an impersonal call. So: "Shop my favourites now" instead of "Shop your favourites now".

6. A strong CTA is short. With a CTA, you want to activate another person. Therefore, keep the CTA short and clear. As we mentioned in point 1: it should be clear to the recipient at a glance what he or she has to do. A short CTA, consisting of no more than 3 or 4 words, helps with this.

7. Optional: give the customer a choice by using a double CTA, as in the example below. In this way, you give the customer two options: to order his favourites immediately, or to view all other offers first. Chances are that every customer does click on one of the two CTAs.

CTA examples: subject lines

A subject line is a special line. With the subject line, you want to stand out in the recipient's inbox, inform them about the subject of the e-mail and activate/convince them to open your e-mail. And all that in just one (short) sentence! Can't fit all your information into your subject line? Fortunately, a pre-header is available. This line is visible behind or below the subject line in your recipient's inbox.

Get inspired by these 10 call-to-actions for the subject line (or pre-header) of your e-mail:

• Today only: check out all our offers
• Get 15% discount
• Read all our tips [about ...]
• Get the second one free!
• Come back and get a discount
• Become a VIP and enjoy huge benefits
• Don't forget your products
• Don't miss out: sign up for our webinar
• Explore our new range
• Help us and get a discount

CTA examples: buttons

In a button, you have less space for a CTA. Ideally, a CTA in a button should consist of three, at most four words. You do have space around the button for more text and explanation. The persuasion can be included in the text in the e-mail. The button should give that final push to take action. Below are 10 examples of a CTA in a button:

• View all new products
• Claim my free product
• Buy now with a discount
• Update my profile now
• Order my cart
• Go to the promotions page
• Shop my favourite products
• Find my favourites
• Earn your discount
• Discover more secrets

The secret of a strong CTA

Above, we have explained the characteristics of a strong CTA and given you some examples. There is one more secret we would like to give you that will help you write a super strong CTA. That secret is: to test!

There are several ways to test a CTA. Do you send a newsletter several times a month? Then place a unique CTA in each newsletter and test which CTA generates the most clicks. Another way to test a CTA is through an A/B test. In this, you create two versions of your e-mail and choose one measure you want to test on. In the case of testing a CTA in an email, you test for click ratio.

💡 Don't just test a CTA in one email, spread the test over several emails. After all, the success of an email also depends on when it is sent.