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Email Marketing Basics
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Writing an effective call to action


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Email Marketing Basics

with John Arnold

Video: Writing an effective call to action

A call to action is a statement that prompts your audience to take one or more specific actions in favor of your objectives. Calling for action isn't as simple as including a phone number in your emails or giving people lots of links to click on, you need to give people a few hints so they know exactly what you want them to do. Contrary to what you see in a lot of emails, "click here" is not the best way to call for action in an email. Instead of click here, begin your call to action with a word that describes the action. Examples include visit, call, download, read, or print.

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Email Marketing Basics
56m 57s Appropriate for all Nov 15, 2011 Updated Nov 12, 2012

Viewers: in countries Watching now:

Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.

Topics include:
  • Building an email list
  • Collecting email addresses
  • Offering incentives to increase signups
  • Deciding on a format for emails
  • Including links
  • Sending valuable offers
  • Creating effective From address and subject lines
  • Combing email with social media and mobile devices
  • Managing bounced and blocked email
  • Evaluating email click-through data
  • Automating email marketing
Subjects:
Email Marketing Marketing Small Business Marketing
Author:
John Arnold

Writing an effective call to action

A call to action is a statement that prompts your audience to take one or more specific actions in favor of your objectives. Calling for action isn't as simple as including a phone number in your emails or giving people lots of links to click on, you need to give people a few hints so they know exactly what you want them to do. Contrary to what you see in a lot of emails, "click here" is not the best way to call for action in an email. Instead of click here, begin your call to action with a word that describes the action. Examples include visit, call, download, read, or print.

You can turn your call to action statements into links or combined them with phone numbers or specific instructions to make the next steps as clear as possible. Sometimes the main reason to call for action is to ask for an immediate purchase, but there are lots of other reasons to include a call to action in your email. For example, you can use a call to action to ask people to read your email, by beginning your email with a statement like "Read this email before you buy online." You can also use a call to action to highlight a specific portion of your email as in the statement "scroll down for a valuable coupon." Sometimes it's appropriate to ask people to save your email for later instead of deleting it if they aren't ready to take advantage of an offer in your email.

You can also ask people to show the email by printing it out or showing the email on a mobile device. And don't forget to ask people to share your email with a friend or colleague when they find the content to be of value to someone they care about. You may decide to focus on one call to action in your email, but sometimes including multiple calls to action in one email can actually increase the number of responses you get. One of the best ways to increase responses using multiple calls to action is to ask for three different levels of commitment from your readers. For example, a chocolate company might send an email promoting a new gift basket with the following three calls to action: order this gift basket today, download our gift basket catalogue, and like this gift basket on Facebook.

Each of these calls to action result in a positive action, but two of them are still options even if the person reading the email isn't interested in making a purchase right away. Of course, every email requires the act of opening the email in the first place. Next I'll show you how to get more emails opened by including a familiar from line.

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Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
 
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