Creating a successful call to action (CTA) is essential as it is what triggers the chain of events that leads to a sale, registration or website traffic.  A CTA is just as important as a subject line as it is what prompts the reader to act once the email has been opened.  If you take the time to carefully consider your own CTA, the outcome will be worth the extra effort.

1. Give a Reason to Click
As always, there has to be something in it for your readers.  Make sure that your CTA leads to something that is useful, desirable and worthwhile. Also, make it known that by clicking on the CTA your reader will be getting something in return, some info or an offer perhaps.  You want to entice the reader into responding to your CTA.

2. The CTA shouldn't be a Mystery
By simply saying "Click Here," you risk leaving your reader wondering what happens next.  You need to explain what the benefit is to completing the call to action.  If the CTA is vague, readers will be less likely to click.  Instead try phrases like "Click here to read the full story" or "Visit this page for more information on this offer."  All it requires is a simple one-liner that highlights what will happen after the click takes place.

3. Create a Sense of Urgency
CTA's should generate a “must respond now” outcome otherwise campaign responses will be lower.  If there's no reason to act now, readers are likely to put it off, which can lead to forgetting about it altogether.  If I get an email offering DVD box-sets on sale for the next 2 weeks, I may delay responding until a later date, maybe I don't have time to go through the shopping cart that day.  But if the CTA says a sale ends 6pm today, or there's limited stock, or only the first 100 customers to respond qualify, I'm sure to click straight away.

4. Don't be Tight with Your Links
You only want to have one main CTA, but that doesn't restrict you from linking to your CTA in multiple places.  Spread the link throughout your email so that the main CTA is not the only route to the desired landing page.  If your CTA takes your reader to the main sale item, put that same link in several other places.  Hopefully the CTA will grab your reader's attention, but if not, give them several other places to find the link.

5. Make the Call to Action Stand Out
Be sure to place your CTA at the top of your email, above the fold.  Your reader should be able to see it in their email preview screen, before they even open the email.  If you place it towards the middle or bottom of the email, it can get lost by other content.  Make your CTA very noticeable either by bolding it, putting it into a graphic or by adding an arrow or symbol.  It needs to be eye catching and obvious (without being too large and not in sync with the rest of the email).

6. Use a Unique Click Phrase
You can be more creative than simply saying "Click Here."  Your readers aren't dummies, so you don't have to simplify your CTA to the standard and overused "click here" phrase.  Because this phrase is often used, it doesn't stand out like it used to.  Try other action phrases like "Download Now" or "View More."

Take a look at this interesting article on the differences between Email and Email Marketing when it comes to permission based emails.

Email Insider has raised some very useful points when commenting on the hot topic in a LinkedIn group on ‘whether collecting business cards at a networking events, meetings, social functions, etc, gives people/companies the right to add someone’s details to their database and start sending them their e-newsletter?’

The article first clarifies what Email and Email Marketing are, and then defines the differences between them and whether the above form of data capture is permission based or not for the sending of future emails/email campaigns.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130082

You can now have Suite26 training at your office. Call 0845 313 0911 to book your session.

From the comfort and convenience of your own office you can now become an expert in the art of email marketing with Suite26.

Master how to:

• Import your contacts with ease

• Create and send targeted and personalised email campaigns in minutes

• Import your own customised template, logos, links and more to personalise your messages

• Track, follow-up and improve on your campaign performance

• Collect email addresses and build your database from your website

• And much more...

We guarantee you'll be able to create and send HTML emails, track responses and measure the effectiveness of your email campaigns to your customers. See firsthand how easy it is to use Suite26 to expand your business.

Call Ricky or Mark on 0845 313 0911 or email enquiries@26.co.uk to book or find out more about your One-2-One training session.

We have now added a new feature onto Suite26 that allows you to request your very own custom built email template.  By clicking on the Customised Templates button on the home page, you can now design your own unique email template to completely reflect your style, business logo, preferred layout and presentation style.  All you have do is submit your contact details and we'll put you in touch with one of our preferred design agencies, who'll then contact you directly.  Custom designed template prices start from only £195 excluding VAT.

On February 15th 2009 Lycos UK shut down it's email services as they had previously advised.

We would advise Suite26 users to remove (or set to Do Not Mail) any contacts from their list using the lycos.co.uk e-mail address.