9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

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75 calls to action to use in your email marketing

campaigns
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When you create an email marketing campaign, one of the most important
components is the call to action or CTA. A call to action grabs a subscriber’s
attention and encourages him or her to act.

For this action­packed post, we’ve curated 75 calls to action, broken out by category,
plus five tips to help you use calls to action effectively in your email marketing
campaigns.

75 calls to action that get clicked

CTAs that encourage a purchase

Shop now
Shop our fall collection
Shop now. Get 50% off.
Shop our best sellers
Act now

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Save today
Buy now
Buy now. Pay later.
Buy it today
Yes! I want one.
Order now
Repeat your order
Claim your coupon
Reveal my mystery coupon
Start saving today
Don’t delay. Save now.
See your hand­selected deals
Get 50% off now
Shop for the clothes you want
Get the style you want
Get your winter wardrobe
Get free shipping
Free gift with purchase

CTAs for the holidays

Find holiday gifts
Shop Santa’s favorites
Order now. Get it before Christmas.
Spread holiday cheer
Tis the Season. Donate now.
Claim your birthday coupon
Shop birthday deals
Yes! I want my birthday deal.
Our gift: 15% off

CTAs for content

Learn more

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Read more
Curious? Read on
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Read the full story
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CTAs for video

Watch now
See the crazy video
Hear from our CEO
Hear her story
See the difference you make

CTAs for events

Reserve your seat
Register now
Book your tickets
I’m coming!
I’ll be there!
Count me in!
Book now for early bird prices
Sign me up
Save me a spot
Register for our webinar

CTAs for service-based businesses

Book your next appointment
Start your free trial
Upgrade now

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Yes! I want a free upgrade.

Make me a VIP
Sign up and save

CTAs that focus on results

Find out how
Start today
See how your business benefits
Get results now
Start now. Get results.
I’m ready to see a change

CTAs to collect feedback

Complete our 5­minute survey
Take a survey
Leave a review
Give us your feedback
Let us know how we did

CTAs for social media

Follow us
Stay connected on social
Like us on Facebook

5 tips to use CTAs effectively in your email

marketing
Now that you’ve got your call to action mojo running, here are five tips to use CTAs
effectively in your next email campaign.

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

1. Number of calls to action

How many calls to action should you have in one email? It might seem like more CTAs
give subscribers more options, which means increased engagement with your brand.
But that’s always how it works.

If your email has too many calls to action, subscribers could get overwhelmed. Make
the choice simple by providing one call to action and if you must have more than that,
give your secondary CTA a different weight by making it a different color or placement.

2. Call to action placement

Where’s the best place to put a call to action? There’s a lot of debate on this one.
Some email marketing experts say your call to action should be “above the fold,”
which means subscribers should see the call to action without scrolling down. Others
say placing the call to action at the bottom of an email makes the most sense.

They’re both right. To figure out which one is right for your email, use common sense.
If a subscriber can quickly understand the purpose of your email, placing a call to
action above the fold makes sense. However, if your offer requires some explanation,
put the call to action at the end of the email.

In the example below from Birchbox, the call to action is placed at the end of the email
because the offer requires some explanation:

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

3. Call to action design

Your call to action should stand out. That means you should make a few design
decisions that encourage subscribers to click. Here’s a list to consider:

Create a button
You can still include hyperlinked text in your message, but don’t use it as the sole call

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to action. Create a call to action button. Using a button rather than a hyperlink can
increase conversion rates by as much as 28%.

Pick a unique color

Make the email call to action a color that’s not used, or rarely used, in your email so it
stands out. Take a look at the email from De Beers. Notice the light blue color used for
the call to action.

Size matters
Make sure the button looks right size­wise in your email. Preview your email after it’s
designed to make sure the call to action fits with your overall presentation.

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Use whitespace to your advantage

Don’t feel the need to clutter the area around your call to action, leaving white space
near it draws the eye. Take a look at the white space around the “Register Now” call to
action used in an email by SXSW:

4. Call to action copy

Don’t underestimate the importance of word choice in your call to action. The words in
your call to action provide the necessary direction for subscribers to follow through
with an action. Use these tips to get your wording right:

Use action-inducing words

You want subscribers to act fast, so make sure your word choice reflects that. Use
action words like “shop,” “book,” and “order.” Tack on an urgent word to encourage
instant action like “now” or “today.” Consult our list of 80+ marketing words for more
choices to use in your email marketing campaigns.

Keep it short

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Your call to action should be short and to the point. Notice that most of the call to
actions in our master list above are about 2­4 words long. That’s what you should aim
for.

Be relatable
More and more calls to action contain “I” or “me” in the copy. You’ll notice several
examples in our list like, “Yes! I want a free upgrade” or “Count me in!” Using language
like this makes a call to action more relatable and encourages subscribers to click.

5. Test your CTA

A small change in your call to action can make a big difference. You might not expect
higher click­through rates as a result of moving your call to action above the fold, or
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changing the color, but it happens all the time. That’s why testing is important.

You can test every aspect of your call to action. From placement to copy, you can test
various
FEATURESaspects and let
PRICING your audience’s
RESOURCES response
CUSTOMERS decideAGENCIES
GALLERY what’s best.

Of course, you only want to test one thing at a time or you won’t know which change
makes a difference. For example, if you want to test call toContact
actionuscopy,
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one group of
subscribers gets an email with “Shop Now” as the call to action copy and the other
group gets an email with “Shop our Spring Collection” as the call to action copy. The
test focuses on one thing: the text. Use the data to make the best choice.

Wrap up
Using this extensive list of calls to action and tips, you can create emails that
encourage swift action from your subscribers.

Send better email campaigns

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9/6/2016 75 Calls to Action to Use in Email Marketing Campaigns | Campaign Monitor | Campaign Monitor

Subscribe to our email course to learn how to create and

send high­performing email campaigns that drive results for
your business.

GET THE FREE EMAIL COURSE

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cursedun • 2 months ago

Thank you for this valuable guide to using CTAs effectively in email marketing
FEATURES campaigns!
PRICING RESOURCES CUSTOMERS GALLERY AGENCIES

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