In a previous part of this series, we covered strategies for crafting effective subject lines. Now, let’s turn our focus to the call to action (CTA)—the final push that encourages your readers to take action and engage further with your content.
Think of a CTA like the finale of the first act in a musical. The story has been building, and now we’re at the pivotal moment—if the finale is engaging enough, the audience will stick around for the next act. Similarly, your email copy has set up the story, and now the CTA is the last sentence. The question is: will that sentence drive your audience to click through and learn more, or will they toss the email aside and move on to the next one in their crowded inbox?
To make sure your CTA lands and your audience stays engaged, here are some tips, based on insights from writers who review CTAs every day.
Lesson #1: Be Specific About What You’re Offering
Here’s an example of a weak CTA:
“Click here to learn more.”
This CTA is too vague. It doesn’t tell the reader what they’ll gain from clicking, nor does it clarify what type of content they’ll be directed to (Is it a video? A report? An e-book?). As a result, your reader, let’s call him Tom, is likely to skip the click and move on.
So, how do we fix that? Here’s a stronger CTA:
“Download our free guide to mastering your next marketing campaign strategy.”
This CTA is much more specific. It not only tells Tom exactly what to expect (a free guide) but also highlights the value it offers—helping him improve his marketing strategy. The clearer you are, the more likely your audience will take action.
Lesson #2: Use Dynamic and Descriptive Language
Good CTAs are compelling, using vivid language that speaks directly to the reader’s needs. Let’s look at an example:
Before:
“Learn more about marketing trends.”
After:
“Unlock the latest insights into marketing trends that are shaping the future of the industry.”
The second CTA feels more urgent and relevant. It promises valuable insights that can help the reader stay ahead of the curve.
Lesson #3: Keep It Simple and Focused
Don’t overwhelm your readers with multiple CTAs or conflicting messages. Stick to one clear, focused ask to avoid confusion. Here’s a good and bad example:
Before:
“Improve your strategy with our free guide and visit our product page to learn more about our latest tool.”
After:
“Improve your marketing strategy today with our free guide.”
By removing the extra option, you make it easier for the reader to know what to do next. Clear, focused CTAs reduce friction and increase the chances of engagement.
Wrapping Up
A strong CTA can be just as memorable as the final song in a musical, and it serves a much more practical purpose: driving readers to take action. By being specific about what you’re offering, using dynamic language, and sticking to one message, you can craft CTAs that drive more engagement and help you achieve your marketing goals.
So, go ahead—start writing CTAs that captivate your readers. With these tips, you’ll be able to close your email campaigns with impact and keep your audience coming back for more.
