Which Call to Action (CTA) Should I Use?

But because a CTA tells your reader to take action, they’re actually quite important. Usually taking the form of a line of text that prompts customers to take an action, a well thought-out CTA makes all the difference. A good call to action should be persuasive and compelling, without being confusing or convoluted.

It should be more descriptive than “click here” but not overwhelm the reader with options; it’s a fine balance. Ultimately, a CTA should be simple, focused and easy to act on. A straightforward, “Can we schedule a call for next week?” is usually very effective.

Because of the infinite possibilities when it comes to CTAs—from message and execution, to placement— it can be hard to choose which  will work best (and which placement).

Why are CTAs Important?

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CTAs in outbound sales efforts are a simple and effective way to set-up meetings and move a conversation forward. These little prompts can take your email from being informational to being a reason to act. Essentially, a CTA can convert a passive reader into an active buyer.

Which Call to Action Should I Use in an Email?

There are different types of CTAs depending on your company needs. It can often be overwhelming to determine the best one for a specific campaign. Here’s what each entails:

• Asking for a Call or Meeting –  Turning readers into actionable leads, the best place for this CTA is at the end of your email to catch the reader’s attention and prompt them to act if they’re skimming.
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• Insightful Questions – By engaging your reader with questions that make them feel understood, you’ll be more likely to receive a response. Being on target and showing your reader that you know their business well, they’ll be inclined to respond to your insightful questions and find out more.
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• Providing Links to Relevant Content – Nothing shows off your services and hard work more than refined examples. Driving readers to information will help them understand your services better so that they’ll be more likely to take action.
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• Offers or Free Trials – This type of CTA comes into play after you have created a lead. With this CTA, you’re trying to encourage someone to buy your product or service. This CTA usually comes in the form of an offer, like a product demo or free trial.

How Do I Create an Effective Email CTA?

When creating your CTAs, there are few things to consider.

• Personalize your emails and CTAs – Personalizing your emails is effective, especially with high priority accounts. Going the extra mile makes the customer feel important. This can be time-consuming, but as a result of the extra effort, response rates are usually higher. Make the email about your customer. Say something relevant and personal. Most importantly, do your research. Example questions:

  – Do you mind if I ask how many people you have on your sales team today?

  – What system are you using for managing your accounts?

  – How are you handling incoming leads? I’ve got some tips to share.
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• Follow up with insightful questions. If your first attempt at creating a lead wasn’t successful, follow up with questions the reader will want to respond to. Make sure the questions are simple and easy to answer— stay away from questions like, “What are your goals for the next 3 years?” and instead, reignite a conversation with something like:

  – Anna said that you were the person in charge of YouTube. Can I talk to you a bit more about what we do to see if there’s a fit?

  – Do you have 10 minutes tomorrow at 9am or 2pm to talk?

  – What’s the best way to get on your calendar?
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• Design the CTA well – Make sure the CTA you’ve chosen is compelling enough to generate a click. The copy should not be more than 5 words and should have some sort of verb that prompts a reader to take action. Along with the copy, it helps if the CTA stands out in some form. Whether it’s bigger than the rest of the copy or in a different color, design cues help CTAs stand out.

With some simple tips and experimentation, crafting an effective CTA can be extremely rewarding, especially if it helps your company achieve its goals and objectives. Don’t be afraid to try a few things before you find the perfect combination. Remember, different campaign may require different CTAs, so be open to testing the waters and look for best practices from businesses you trust.