Conversion Optimization with the Call-To-Action Button

The structure of an email template is generally somewhat complicated. It should definitely be responsive and not contain too many images, as this can delay loading time and display. Furthermore, it should be an HTML template with CSS instructions. But the technical structure is only part of the overall impression necessary to reach customers more effectively.

A small helper within the template helps to optimize the conversions of email campaigns.

These Points Help Your Email Marketing

Even though there is ongoing discussion about the relevance of the Call-To-Action button (CTA), in dealing with newsletters and mailings, we notice that its potential is not yet fully utilized in practice. Of course, content with supporting graphics remains important to explain the product or service being promoted. Ultimately, users also need a clear prompt to become new customers.

The CTA button gives you the opportunity to briefly and succinctly summarize what action you expect from the user and what advantage the user gains from clicking on your page. It sounds challenging at first - but it's only partially so. Consider the holistic process within your funnel. Are you offering a free service? Do you have a top current newsletter you want to tease, or are you directly pointing out the purchase of the latest winter collection? Consider how to maximize the return on investment through the email campaign and what action you expect from the user accordingly.

We have summarized helpful steps for conversion optimization in email marketing for you.

Choose a Specific Approach

Let's start with the user's address. Use emphatic or emotional terms in your CTAs. Individual words can capture particular attention, causing your email to stick more in mind than a generic approach. To build trust with customers, it has proven effective to create a very personal call-to-action that speaks to users in the first person. If you offer particularly exclusive, free, or secure offers, your call-to-action teasers should definitely include this.

Fig.1 CTA with Personal Address

Ensure that the content of your CTA also reflects the product or service. Stay as specific as possible in your address and consider which landing page you want to link to with your email template. The teaser should be in the direct context of this content.

Strengthen your message by telling the user when to click the button: Words like "Now" or "Here" are very useful for this. However, don't be too vague in using them. A simple "Click here" is too impersonal and does not explain what advantage the user gains by clicking.

Regularly Optimize Your Design

The following relatively simple design upgrades can also significantly optimize the click-through rate of your next email campaign.

If your previous CTAs have not achieved the desired result, consider whether the design can be optimized. Does your call-to-action really look like an action button? Or more like a static image? Perhaps the color can also be adjusted. Consider whether you can adapt the email template and CTA in terms of color according to your CI. There is debate over whether green buttons convert better than red ones - because red buttons are not pressed, or are they?

Another recommendation is to incorporate arrows. A study by Unbounce.com showed that a call-to-action with a green GO arrow converts 12% better than the same version without an arrow. Reach your users with a well-known symbol that calls for action. Try it out.

Fig.2 Green CTA with GO Arrow vs. Green CTA without Arrow

Also, pay attention to the size of the CTA. It should never be too big, but always large enough in relation to the rest of the text.

We were taught to read from left to right. Naturally, this influences our perception. When we read a text, we understand its content and can immediately grasp a subsequent call-to-action teaser on the right side of the template. If you place the teaser at the top left of your template, the user doesn't directly understand what it is about, as they have to read afterward what the button is even about.

Check all listed optimization measures in A/B tests by reviewing only one component at a time. These tips should help you optimize the appropriate CTA for your next email campaign, thereby increasing conversion in the long term.

Conclusion

Besides the technical structure, the right sending time, and a good personal approach, the content must primarily convince the user. Activate your potential new customers with an attractively designed and individually created CTA for your next email campaign, and consider how your email will not only be viewed but also optimally converted within your funnel.

What Can We Do for You?

If you are considering impressing your customers with a custom-designed email campaign, we are happy to assist you with the creation and implementation of a strategy that suits your company. We look forward to your inquiry.