Conversion Optimization with the Call-To-Action Button

Building 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 affect appearance. Furthermore, it should be an HTML template with CSS instructions. But the technical setup is just one part of the overall impression necessary to reach customers more effectively.

A small helper within the template helps optimize email conversions.

These points help your email marketing

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

The CTA button gives you the opportunity to succinctly summarize what action you expect from the user and what advantage the user gains from clicking on your page. This may sound difficult at first, but it is only somewhat challenging. Think about the holistic process within your funnel. Are you offering a free service, do you have a top-notch newsletter you want to tease, or are you drawing direct attention to purchasing the current winter collection? Consider how to get the maximum return on investment from the email campaign and what action you expect from the user accordingly.

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

Choose a specific approach

Let’s start with the approach to the user. Use expressive or emotional terms in your CTAs. Individual words can attract special attention, making your email linger in memory more than a generic approach. To build trust with customers, it has proven effective to create a very personal call-to-action that addresses the users in the first person. If you are offering particularly exclusive, free, or secure services, your call-to-action teasers should definitely include this.

Fig.1 CTA with personal approach

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

Strengthen your message by telling the user when to click the button: Words like "Now" or "Here" serve very well for this. However, be careful not to be too vague when using them. A simple "Click here" is too impersonal and does not explain the benefit the user will derive from 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 goal, consider whether their design can be improved. 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 adjust the email template and CTA based on your CI. There is debate about whether green buttons convert better than red ones—because people don't press red buttons, or do 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. Give it a try.

Fig.2 Green CTA with GO arrow vs. green CTA without arrow

By the way, also pay attention to the size of the CTA. It should never be too large but still large enough in proportion to the rest of the text.

We were taught to read from left to right. Of course, this affects our perception. When we read a text, we understand its content and can immediately comprehend a subsequent call-to-action teaser on the right side of the template. If you place the teaser at the top left in your template, the user does not immediately understand what it is about because they must first read what the button is about.

Control all listed optimization measures in A/B tests by checking only one component at a time. These tips should help you optimize the appropriate CTA for your next email campaign to sustainably increase conversion.

Conclusion

Besides the technical setup, the right sending time, and a good personal approach, the content must above all convince the user. Activate your potential new customers with an attractively designed and individually made CTA for your next email campaign and think about how your mail not only gets viewed but also optimally converts within your funnel.

What can we do for you?

If you're considering delighting your customers with a specially designed email campaign, we are happy to support you in creating and implementing a strategy that suits your company. We look forward to your inquiry.