Five steps to a compelling call-to-action button
In order to design an effective CTA button, the elements of your email body need to be fused together and create a coherent picture.
Purpose is a must
When creating content for your email, pay attention to the fact that it should have a purpose. If you have a new product, then your goal is to sell it.
The design of the CTA should grab the attention of readers. The button should suit your style, match your fonts and color, but at the same time, it should be different from the content of the letter.
Urgency sells well
When creating a button, try to make the client feel a sense of urgency. This feeling will drive them to click this button right at that moment.
Promise? Keep it!
We have already figured out that each letter has its own purpose. Each button plays the role of a promise. For example, if you're asking a reader to buy a new washing machine, the CTA should lead the prospect to that particular product.
Adjust offers for the buyer. Each client falls under a specific consumer profile. Someone tests new products immediately after their release on the market. Others prefer to check the opinion of others and buy when the product becomes massively popular. For example, if you're selling a photo processing app, offer a free trial first and then encourage potential customers to buy a one-year subscription.
The best way to write a CTA that delivers the desired results is to write it down when you start creating the email body but come back to it at the very end. Read the letter you created, choose a suitable place for the button, and make your CTA perfect. It should be logically connected with your proposal. When describing a course on email marketing, you will probably want to sell it, so the "BUY COURSE NOW" button is best suited here.
How to diversify your CTA?
Experiment with colors
Research shows that red buttons increase conversion rates by 21% (Performable) and orange ones by 32.5% (SAP). If red doesn't suit you, then experiment with colors that will play well with the brand identification. Remember, it should be grab attention.