Most email campaigns lead up to a call to action, which is the step your want your audience to take after they read your campaign. Your call to action might be a button or text link to RSVP to an event or make a purchase.
Below, you'll find information on what you should consider when you create a call to action.
Use a Clear Message
The call to action should be concise and clearly tell subscribers what action they are taking. Use a short, active phrase, like “RSVP,” “Buy Now,” or “Sign up.” Include text before the call to action, or under it if you’re using a button, that explains what your subscriber can expect when they click the link.
Choose your Link Type
Point your call to action to an external website by linking text, an image, or button. The best type of link to use depends on your brand style. You can also test your design to see which type of link your subscribers respond best to.
If you have multiple calls to action, style them in order of importance. Make the most significant call to action bigger or bolder. When every call to action is the same size or layout, it can be difficult for subscribers to know where to focus their attention.
Here are some styling options for each type of link.
Apply styling to the link to make it stand out from the rest of your text. This can include increasing the font size, bolding the text, or setting it at a different alignment from the rest of your content.
Design an image that will capture your subscribers’ attention. You can change the background color behind your image or use an Image Card content block to bring more attention to your image.
Set styles to draw more attention to a button. You could make it a bold color or apply an interesting border. If you have multiple buttons, increase the font size or padding of the most important one.