by Charlotte L. Hanna CMO/Director of PMR/CMBS Global
The goal of the Call to Action is pretty clear. But, while the term is self-explanatory…how to make your Call to Action irresistible and cause your readers to take action may be a bit fuzzy to the entrepreneur looking to get results.
Clickthrough rates can vary according to each industry and type or audience and most email marketers report an average clickthrough rate of around 26%. That doesn’t mean we should settle for such a percentage, of course – we all want to attract as many clicks as possible, the question is…HOW?
For some, that has long been a bit of a mystery, hasn’t it? And yet, creating a mystery can actually be one irresistible plan of action. Some online marketers have found that sending email subscribers a mystery gift, for example, creates the compelling reason needed for the reader to click on their website in order to view the gift awaiting him or her. Most of us find it appealing and fun to discover a discount.
Another appealing way to prompt subscribers to respond is with texture. Using images containing a good amount of texture is almost as good as sampling your product. A reader is much more apt to click on photos that are interesting and combine attractive colors and textures.
Mysteries come in all ‘shapes and sizes’ so, don’t limit your ideas to gifts…create a good mystery around employment opportunities that you are offering, a virtual event you have scheduled, new products or services you are working on…the list can be nearly endless with a little creative thinking.
If you question your open rates – if you are convinced that there must be a better way to create effective marketing emails that customers find hard to resist clicking through, the mystery is over. Try adding some of these surprisingly compelling ingredients to your marketing mix and see how making your Call to Action irresistible can get results.
If you have a “mysterious side”, we would love to hear about it! What action do you take to get results?