Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Writing an effective call to action

From: Email Marketing Basics

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.

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.

Show transcript

This video is part of

Image for Email Marketing Basics
Email Marketing Basics

25 video lessons · 19167 viewers

John Arnold
Author

 

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Email Marketing Basics.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.