Have you ever wondered why your subscribers haven't responded to your email? It could be that the problem lies with your call to action.

Encouraging your subscribers to respond to your email can be difficult sometimes, so here are a few tips on how to create a stronger call to action:

Make sure your call to action is clear

Do you want your subscribers to visit your website? To sign up to an upcoming event? To read more in your latest newsletter? Or maybe you just want them to contact you?

Whatever you want them to do, you need to make it clear. For example, if you’re sending an email to gauge your subscribers’ interest in an event be sure to include a clear call to action. The last thing you want to happen is for your subscriber to be left thinking, "That’s great, I’m interested, but what do I do now?"

It's easy to fall into the trap of relying on "Click here". While there is no denying it's a clear call to action, it doesn't give any real indication of exactly what your subscriber needs to do.

Below are examples of alternative calls to action that might be more appropriate:

1 "Read more about our upcoming event"

2 "Register your interest online"

3 "Email us to receive updates on our forthcoming events"

4 "Contact us for more information"

By moving beyond "Click here" you can create a stronger call to action. The aim is to clarify exactly what you want them to do. This will increase the chance they'll complete the required action, as they'll be aware what is expected of them before they click.

Ensure it's compelling

Whenever you're asking a subscriber to do something for you, it's likely at some point they'll wonder, "What's in it for me?" It's important to not only tell your subscribers exactly what you want them to do, but why they should do it.

Using more informative calls to action can help you achieve this as it lets your subscribers know what they'll get in return. Consider the incentive you would have to click on a link that was simply, "Click here" compared to one that says, "To view all our latest offers visit our online store". Immediately your subscriber knows they can see your latest deals by clicking on the link, giving them more incentive to do so.

In addition don't be afraid to introduce a sense of urgency to your call to action if it's applicable. You can encourage your subscribers to respond immediately by letting them know if there are any limitations or restrictions or by using action phrases. For example if you had limited spaces available on an event you were running you could use, "Spaces are limited, to avoid disappointment book your place now". This call to action is clear, shows the subscriber exactly what they need to do and why.

Consider the visibility

It may seem an obvious point to make but it's often overlooked. Ultimately if your subscribers do not see your call to action, they cannot follow it.

It may seem logical to place your call to action at the bottom of your email or underneath a relevant article. However it's important to remember that a subscriber will not necessarily read the whole email and will often flick around different areas before deciding what action to take.

Don't forget, you can put your call to action in more than once. This will increase the chance your subscriber will see it and will also help reinforce what they need to do.

An additional consideration is how to make your call to action stand out. Using a link can automatically help emphasise your call to action as it can show in a different colour or underlined. You can also try making your call to action slightly larger than the rest of your content or making it bold to draw your subscribers attention to it. However when emphasising your call to action be careful not to fall into the spam trap - remember using a massive font, excessive capitalisation or excessive punctuation among other things can get you caught out in filters.

A mix of image and text links are another way to emphasise your call to action. Images can be more eye catching to some so can help your call to action stand out. By using a mix of image and text links you'll ensure your call to action is not missed by those who have images switched off.

Summary

In summary following these tips can help you create a stronger call to action, but it's important to remember the golden rule in email marketing: test, test, test! Different areas of your database may respond better to a certain style of call to action. Testing can help you to identify the best approach and enables you to optimise in the future. There is no single right way in email marketing, but by following best practices you can maximise your opportunity to succeed.