Getting The Call-To-Action Right For Email. 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 fulfil—whether it’s researching or buying. Whereas with a push channel such as email, we, the marketer, are pushing our offers to them using suggestions – “Would you like,” “Why not consider?”
Not so however with emails. These exclusively deliver customer-centric, personal missives direct to each consumer. Indeed SwiftERM takes this further as the content product choices are based on teach consumer’s own unique buying history and browsing impressions. Thereby softening the hitherto distinct difference between the two camps. Simply put, this means that the consumer is more likely to be closer to the top of the purchase funnel with email, rather than a search or your website. 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 response trigger, 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, the effect is massively improved, as independently verified by Experian: as a 6 fold increase in transaction rate and 51% increase in CTR. This percolates through to the variety of case-studies, illustrating and average ROI in excess of 1500%
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 familiarity with your website, reflected in the product selections used in the email content used, you are welcomed into a coveted cloister, the consumer’s mind. This could not be closer to each individual consumer, a door to their own synapse. This has the tremendous effect of multiple increases across transaction rates – after-all you are already accepted and trusted by them.
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, I know you like this”, they are far more receptive.
Once we’ve succeeded in converting them to click, they’ve now been taken to your website, to that individual product with the cart functionality prepared, where your aim is to convert them to the final objective: making the purchase. Their interest has been spiked, and they are already further down the road than they know.
Keep all this in mind, and you’re more likely to guide prospects through the buying journey toward a conversion.
We hope you enjoyed this article, intended to help improve our client’s profitability. It reflects the care SwiftERM offer. If you haven’t already done so, then please enjoy a FREE month’s trial and let us know what you think. Register
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