Digital Smiles
I’ll get straight to the point: “Submit” and “Click here” are ineffective calls to action (CTAs) for your email campaigns. If you need help with CTA samples you can test, language models like ChatGPT or Google’s Bard can be your best new copywriting tools. But you still need to prime the pump with a well-written prompt that recognizes the values of a good CTA. To develop a better CTA, you must understand what it means and why the quest to create a good one often falls short.
A call to action is like a subject line. It should be attention-getting and persuade your readers to do what you want them to do. An effective call to action tells your customers what will happen when they click and subtly conveys the benefit of doing so. To write a punchy and brand-appropriate CTA, experiment with different content styles and be careful what you ask for.
You should also talk to a person, not an audience. The best CTAs sound like you are asking a friend for a favor. Consider the example of Who Gives A Crap, which supplies bamboo toilet paper and consistently wins the CTA game with its carefully considered licenses with the rules about CTAs. They take a unique approach, like “Where can I buy TP?”
Chipotle and McDonald’s UK also offer up valuable CTA examples to learn from. Chipotle uses email to drive online ordering, build engagement with brand storytelling and promote its rewards program. McDonald’s UK’s emails promote their mobile app, with a set of sequential emails asking non-users to download, install and order on the app. Pitch is another great example, with a CTA that reads “Start with this template”, leading into the CTA with copy extolling the benefits.
When creating a CTA, focus on the relevant next step, experiment with different content styles, be careful what you ask for, and talk to a person, not an audience. You can also use sequential CTAs and surround the CTA with explanatory copy or supporting statements. It's important to test CTAs by using a holistic approach and comparing elements against each other.
Originally reported by Martech: https://martech.org/beyond-click-here-4-rules-for-better-email-ctas/
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