{"id":1608,"date":"2020-02-08T15:32:59","date_gmt":"2020-02-08T15:32:59","guid":{"rendered":"https:\/\/www.getanewsletter.com\/en\/blog\/how-to-write-ctas-in-your-newsletters\/"},"modified":"2024-04-11T16:54:57","modified_gmt":"2024-04-11T16:54:57","slug":"how-to-write-ctas-in-your-newsletters","status":"publish","type":"post","link":"https:\/\/getanewsletter.com\/en\/blog\/how-to-write-ctas-in-your-newsletters\/","title":{"rendered":"How to Write CTAs in Your Newsletters"},"content":{"rendered":"\n

CTAs are “calls to action”, and the difference between good ones and bad ones makes and breaks email campaigns. Why are CTAs so important? Because it’s your call to action that prompts somebody reading your newsletter to engage or interact with you. <\/strong><\/p>\n\n\n\n

If there’s no call to action, then your email is a dead end. Your subscriber receives it, reads it … and then what?<\/p>\n\n\n\n

Everything else is a means of promoting the desired action. So you start with the CTA and build the rest of the email around it!<\/p>\n\n\n\n

\"Without
Source: martechtoday.com<\/figcaption><\/figure>\n\n\n\n
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In this blog, we’ll go through the most important factors to consider when producing email calls to action and provide top tips<\/u> for killer CTAs.<\/p>\n\n\n\n

Table of Contents<\/strong><\/p>\n\n\n\n

1. How many CTAs to include?<\/a><\/p>\n\n\n\n

2. Where should I put my CTAs?<\/a><\/p>\n\n\n\n

3. Ensuring my CTAs stand out<\/a><\/p>\n\n\n\n

4. Choosing the right words<\/a><\/p>\n\n\n\n

5. Optimize for all devices<\/a><\/p>\n\n\n\n

6. Testing my CTAs’ performance<\/a><\/p>\n\n\n\n

1. How many CTAs to include?<\/h2>\n\n\n\n

Studies have found that emails that include at least one CTA generate 371% more clicks and a staggering 1617% more sales<\/a> than emails that don’t include any.<\/p>\n\n\n\n

But should you include more than one?<\/p>\n\n\n\n

For most newsletters, the answer is NO<\/u><\/strong>.<\/p>\n\n\n\n

\"Multiple
Source: blog.wishpond.com<\/figcaption><\/figure>\n\n\n\n
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Of course, you can include multiple links going to the same destination in the same email (eg one in a button, one in the text, and one on an image).<\/p>\n\n\n\n

There are a few cases where multiple calls to action might be appropriate though.<\/p>\n\n\n\n

\"Occasionally,
Source: www.business2community.com<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

In this example, Ruche is promoting just one action: visit their sale page. But they’re helping users to narrow down their preferences by directing them towards different sections relating to particular products.<\/p>\n\n\n\n

Multiple CTAs can be helpful to personalize your content and make it more relevant to a wider range of users.<\/p>\n\n\n\n

2. Where should I put my CTAs?<\/h2>\n\n\n\n

Again, there is no single right or wrong answer.<\/p>\n\n\n\n

You want the greatest number of people to see it, so that would usually direct you to put it “above the fold”<\/a> near to the top of the message so that a user doesn’t have to scroll down to see it.<\/p>\n\n\n\n

That’s fine if the action you’re asking readers to take is simple and easily understood.<\/p>\n\n\n\n

But if they’re going to need an explanation or evidence before they can be expected to click through, you are better off putting it at the bottom of the email.<\/p>\n\n\n\n

\"Best
Source: www.hipb2b.com<\/figcaption><\/figure>\n\n\n\n

3. Ensuring my CTAs stand out<\/h2>\n\n\n\n

Your calls to action should draw readers’ attention to them and make it very obvious that you are asking them to click there.<\/p>\n\n\n\n

\"Using
Source: dropbox.com<\/figcaption><\/figure>\n\n\n\n
<\/div>\n\n\n\n

In the example above, Dropbox has made the CTA very prominent:<\/p>\n\n\n\n