I read recently Getting The Call-To-Action Right For Email article from my friend Kath Pay, at Cloud-IQ:

There are three main steps in the conversion process within email:

1: Convert to open
2: Convert to click
3: Convert to final objective (generally on landing page)



When creating call-to-actions, be mindful of the fact that email is a push channel and the website is a pull channel—a key difference oft-forgotten when creating call-to-actions for emails. With a pull channel such as a website, customers are there because they want to complete a task they have set themselves, and have a mission to fulfill—whether it’s researching or buying. Whereas with a push channel such as email, we, the marketer, are pushing our offers to them and suggesting “Would you like,” “Why not consider?”

Not so however with all emails. The SwiftERM SaaS deliver email offers the distinction of being based on a history of each individual consumer’s own private browsing and buying habits, thereby softening the hitherto clinical lines between the two camps. She continues, simply put, this means that the buyer is more likely to be closer to the top of the purchase funnel with email, rather than, as with search or the website, closer to the bottom. It all has to do with intent. So why is this important to keep in mind when crafting a call-to-action for email?

Simply because call-to-actions are the trigger for an action, so we need to ensure that we’re asking prospects to take the most appropriate action based upon where they are within the purchase funnel. If the trigger isn’t appropriate, they’re less likely to convert. When the trigger is self-ignited i.e. the SwiftERM email, (using the consumer’s own reflected browsing and buying habits) the effect is compounded, independently verified by Experian, as a 6 fold increase in transaction rate and 51% increase in CTR.For example, if we ask them to “buy now” within an email, we would probably see fewer conversions than if we had asked them to “check out what’s new.” By utilising their own acceptance of a website, reflected in the product selections used in the email content, you are welcomed into a coveted cloister, their inner sanctum with the compound effect of a multiple increase in transaction rates. Then not only is “check out what’s new” an easier task for them, but it is more appropriate for where they are in their customer journey, it effectively says to them “we are with you, we know you, you are a friend to us”. They don’t necessarily have a burning desire for the product being presented to them, instead it’s like an old friend saying “hey, what about this? Check it out”.

Once we’ve succeeded in converting them to click, they’ve now been taken to your website, ecommerce site or landing page, where your aim is to convert them to the final objective: download/buy/register. Their interest has been spiked, and they are further down the purchase funnel.

Keep all this in mind, and you’re more likely to guide prospects through the buying journey toward a conversion. SwiftERM is available for a free 30-day trial without obligation.