Call to Actions in email blasts are incredibly important in getting customers to click through to your website, but there are a few different ways to approach it. It’s a fine line between being spammy and being approachable, so be sure not to include an obsessive amount of exclamation marks (see the title of this blog post). Certain colors will also mark your emails as spam, such as red font, so explore all layers of the rainbow.
A great way to ‘call action’ to your website is to include clickable objects like buttons and coupons. I’m a huge fan of coupons, and when I get an email, especially one with a subject line mentioning a sale, I scan the email for a coupon before I read anything else. People understand that coupons are for printing, so they’ll click on it and hopefully will be taken to a beautiful landing page with a printable coupon and more information on your sale.
Try not to trick your email recipients by making buttons that look like coupons but don’t actually offer savings. Above all else, you need to keep your authority and honesty with your customers so that they feel comfortable clicking to your website. Nobody wants to be scammed, but plenty of people want to save money. Something as simple as free shipping or 10% discounts go a long way online.
The two examples I’ve shown here are for Naturalizer and Urban Outfitters. The blatant coupon is a surefire Call to Action, while the Urban Outfitters link isn’t as obvious. However, they use yellow instead of red to grab attention, and their younger audience will surely understand that it’s a clickable link.
