The main action or recommendation an email wants the recipient to take is the CTA. It can be content or a link and present above the fold.
The Call-to-Action (CTA) is a crucial element of any good email marketing campaign. You can only grab the attention of a subscriber and get them to act in line with your desire with an excellent call-to-action email button.
Although CTA buttons appear simple – just a few lines of text, they can do a lot for an email marketing campaign. Marketers can also assess the performance of their digital marketing campaigns and discover ways to improve using CTA.
CTA in an Email Explained
Mostly a hyperlinked line of text or a distinct button, an email marketing CTA prompts the user to visit a website of a brand’s choosing. It is all about getting the consumers (recipients) to take the desired action.
Brands integrate CTAs into their emails to ensure that the recipients do more than just reading. These links often take users (recipients) to the homepage, product page, or a content resource of the brand’s choosing, where they can learn more about a brand, make a purchase, or participate in an offer, and more.
CTA is important and here is why
An email marketer’s arsenal is not complete without CTAs. As simple as they appear, they can be the only differentiating factor between good emails and great emails. Irrespective of the campaign you are running, an email must always be a continuation of an ongoing conversation or interaction between your brand and the consumers.
Therefore, it is essential to have at least one CTA in your emails, whether you are thanking your customer for making a purchase, sending them updates via a newsletter, or reminding them of their full cart. The presence of CTAs increases the chances of interactivity.
That said, embedding CTAs is not a walk in the park. Email marketers usually experiment with their CTAs until they can overcome reader fatigue and get the response they desire from their audiences.