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3 Email Call to Action Mistakes That Can Bury Your Holiday Marketing

December 9, 2013 By Ron Cates
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The holiday season is here, which means we can look forward to spending time with family, eating delicious food and plenty of other cheerful activities. However as a marketer, you might not look forward to figuring out how to craft effective email call to actions (CTAs), which will compete with the plethora of other campaigns delivered to inboxes during this busy season.

Avoid the following mistakes to develop that perfect email CTA—one that immediately connects with the reader and drives measurable results for you.

1. Burying the CTA
Between shopping, gift-wrapping and preparing the turkey, your subscribers have scant time for emails during the holiday season. Therefore, placing the CTA toward the bottom of the email and prefacing it with text-heavy copy that lists its benefits only takes away from its effectiveness, especially when your readers can just as easily move on to the next promotional email in their inboxes.

Make sure your CTA is clearly stated at the very top of the email. Don't shy away from bold lettering and eye-catching images. If you're running a coupon or discount, the focal point of the email should be the exact amount your readers could save.

2. Using Too Many CTAs
Consumers are increasingly opening their emails on their smartphones first—52 percent of consumers between the ages of 18 and 30 say their phones are their primary reading device.

Because of the smaller screens on smartphones, you can no longer stuff emails with many CTAs. Today, consumers want to be able to quickly read their emails; and often, when they're on the go. Emails with one CTA are therefore more effective and they save time for you, as well.

3. Lengthening the "To" in 'Call to Action'
There's the "call"—the message you craft, the "action"—the act you have suggested your audience perform, and then there's everything in between—let's call it the "to." The longer the "to," the less effective your CTA will be.

There are many ways you can make your "to" needlessly long; you should avoid all of them. If you're promoting a product in your email, don't provide a link where they will read the same information on your website. Give them the link where they can directly purchase it. Any misdirection down the path to purchase gives the reader a chance to turn his or her attention elsewhere.

 

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