Its purpose is simple. A Call-to-Action (CTA) is a part of your email that encourages your lead to take a specific action. A CTA is a short and simple phrase that sometimes appears at the end of your message and sometimes through the email body. Email is fundamental in B2B outbound marketing. Cold emailing involves reaching out to possible clients so you can increase your sales, online visibility, and brand awareness. In a 2021 survey by Databox, about 34% of marketers believe that cold email outreach is the most effective outbound marketing tactic they use in today’s world and CTAs have a part to play in it.
Why do we need CTA in Email Marketing?
After crafting a click-worthy subject line to boost your open rates, and writing a compelling email body, a well-written CTA:
Helps increase email conversion rates:
A good CTA in an email campaign should provide a good user experience because it directs your lead to the next step. It should create a sense of curiosity for them to want to find out more about what you have to offer. It can also be used to direct your contact to other relevant content such as your website or social media.
Helps increase sales:
With a compelling CTA, your lead should be intrigued to view your product. Your CTA can trigger an emotional response in people by creating a sense of urgency to make a sale.
Helps build relationships:
It’s easy for leads to unsubscribe when they feed the email, or your value proposition may bring no benefit to them. Relevant and persuasive CTAs can encourage your lead to reply to your emails, start a conversation, and build a relationship with your business.
How to write a Call-to-Action email
A good CTA should be clear, unique, easy to do, and ask the lead to perform a task. Whatever goal you want to achieve, here are a few CTA best practices we at MoreSALES follow for emails, with examples:
Include an “Add to calendar” link in your emails:
Your leads will thank you for this. This is an easy way for them to book meetings with you by seeing all your availability and conveniently selecting a time slot that works for them. Tools such as Calendly make this possible.
Include a specific time and date:
If you prefer to not use third-party appointment scheduling, help your lead book meetings directly through email with a CTA. Sometimes, giving a specific date and time helps reduce the mental processing needed to reply to an email. For example, your CTA can be: “Can we schedule a 15-minute call for 4 pm on Tuesday?”
Design a CTA button that stands out:
Make your CTA button/ link stand out with a creative design. What’s worse than your lead completely missing the next action to take? Don’t worry, email automation tools and an experienced team like MoreSALES can help you create a design that stands out without being too overwhelming.
Request a connection:
Sometimes your email may reach the right company but not the right person. Your CTA can help you get your message to the right person or department if you are not sure. For example: “Would you be the ideal person to discuss this subject? If not, who do you suggest I should contact?”.
Include a benefit:
Don’t just include features in your emails. Show how your emails will improve their life or work in some way. For example, if you want them to book a meeting, explain how that meeting can help them reach their goals or solve their problems. Your CTA could be: “Get the most out of your sales tools today”. It’s more descriptive and less spam-like than saying something like “Click Here”.
Ask a simple Yes/No question:
You can use this in your email to create empathy and show that you understand what challenges they are facing. Then follow up by offering a solution. Here’s an example: “Can you confirm that your business needs to generate more sales through cold emails?”
Create a sense of urgency:
You can help your prospects decide quicker by creating a sense of urgency. An example could be: “We are offering limited discounted consultations; shall we book you in for one?”
CTA in your email signature:
Your email signature is one of the best places to add a link to a webpage, social media page, video, appointment booking or other contact information. It’s an easy way for your leads to find more information about you and your organization.
Boost your email conversion rates with MoreSALES
The marketing automation team at MoreSALES is well experienced in building lead converting email campaigns. We will research your audience to write personalized, effective email content and CTAs that improve your online credibility and help you build stronger customer relationships. To learn more about our approach or to get started with cold email marketing, contact us at info@MoreSALES.ca or give us a call at (519) 620-8127.