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Improve Your Email Marketing Software Results with Calls To Action

Jun 2, 2008
While many companies are using email marketing software to get their messages in front of their target audience and captive markets, savvy email marketers know that a good 'call to action' can take their results to the next level.

A call to action is a standard marketing term that spans all media. Its definition is essentially word usage that encourages a reader or viewer to take action. For example, "Click here to register for the free seminar." or "Quickly signup for our free trial!" Regardless of whether marketers are talking about an email marketing campaign, radio ad, television spot, or out-of-home (billboard) ad, a first-rate call to action is always ready in their arsenal.

The reason calls to action work so well is because they are direct and to the point. They tell the reader, as clearly as possible, "This is what I want you to do next". Even though, intuitively, we may think that the reader will figure out what to do next, sometimes they don't come to that conclusion as quickly as we might expect. Periodically a customer may be thinking, "Do I call them to buy this product?", "Do I email them to buy this product?" or "Do I click on a link to buy this product?". If those are the questions your email marketing subscriber is asking, then rest assured that having a big call to action that reads "Click Here To Buy This Product Now" will promptly lead them to your desired answer.

Since your email marketing campaign may have a variety of information, it's even more important to have clear calls to action because it's easy for your Recipient to get lost. This is particularly true if your email marketing campaign has multiple links in it, and clicking a link is your desired outcome. Your intention is to make it as obvious as possible which link to click, so your recipient doesn't get stuck clicking a 'learn more' link when they really want a 'buy now' link.

Most email marketing software solutions will let you track the links that are being clicked. This is very useful, because you can analyze reports that will clearly show you whether your subscribers are clicking on your call to action link.

It's important to note that a call to action does not only apply to links. Many email marketers include calls to action such as "Call Us Quickly To Secure Your Spot", where the desired outcome is a phone call, or "Reply To This Email Immediately For Your Free Gift", where the desired outcome is an email reply.

The key towards using calls to action successfully with your email marketing software is to ask yourself this important question: What, in particular, do I want my reader to do next? Once you have the answer to that question, you can begin formatting the perfect call to action for your email marketing campaign that will assist in achieving your objective.

Remember that you won't become the ultimate email marketing guru over night, but with the right email marketing software and some careful planning about the calls to action you want to include, you will be able to quickly boost your results.
About the Author
Robert Burko is the President of Elite Email, the robust email marketing software package used by small, medium and large businesses around the world. You can deploy a comprehensive email marketing solution for your business with a no risk free trial. Start harnessing the power of email marketing today!
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