Calls-to-action. What are they and how can I use them effectively?

What is a call-to-action? In email marketing a call-to-action (usually abbreviated as CTA) is a button, banner or some type of graphic or text meant to encourage a user to click. The action you want people to take could be anything: purchasing items to booking hotels and attending events. Calls-to-action are common place not only in email marketing but on websites, ebooks and even at the end of blog posts. Email newsletters should have some sort of call-to-action, a response you want readers to complete. But how do you encourage users to act? How do you create an effective call-to-action? Here are a few quick, essential tips for creating a quality CTA. Striking design For a reader to click on…

Open Sesame: Making your subject line more magical

With the subject line being the main driver for getting emails opened, it’s important to understand what makes people open emails. This does, of course, vary based on what message you are trying to get across in your email, how you segment your list and mailing frequency but there are approaches that can be used pretty much everywhere. Short and sweet Being succinct is the first thing to try and achieve, especially so now that so few characters can be viewed on a smartphone. We see between 33 and 72 characters on a smartphone depending on the device and whether it’s viewed portrait or landscape, but aim for the lower end as this covers you for the smaller screens (such…

How much time do you spend on your subject line?

Let’s face it, subject lines to most marketers are an after thought. Hours are spent in the planning stage of your email campaigns, then comes the design which can be 15-30 hours work; getting the images and layout right whilst ensuring everything is optimised for every device – all the while still keeping within the brand guidelines. Then there is the copy. A painstaking process of making sure the message is just right and the grammar correct, usually with multiple edits along the way. It all takes time. You then have to get it coded and that’s another half a day! You render test it across all sorts of browsers and devices  (more time) and then there’s the subject line.…