Email Marketing: How to Write Call To Actions That Work
Posted: Sat Apr 05, 2025 3:45 am
Email Marketing Strategy
The blessing and curse of a perfect gambling data malaysia Marketing campaign is the Call to Action – a crucial aspect that determines not only the success or failure of the marketing action, but the next step of the reader transported on that journey that began right in the Email just sent.
The Call to Action is in fact the emphatic point of a message and coincides with the expected objective: be it a registration, a download, a purchase or any other action that is necessary to make the reader perform. Actions that are represented by words that are not particularly attractive to the consumer: download, buy, sign up. Yet, most Marketers continue to use them.
Don't exalt the act itself, but its value
Let's use the “DOWNLOAD” example and understand why writing a call to action exactly this way is not compelling.
If this word is “interesting” for the marketer, since it describes the purpose of the action, the same cannot be said for the user, whose hidden objective is certainly different. The ambition of a user, sometimes not formulated as a recognized desire, is to obtain, for example, the content of a resource offered to acquire knowledge and use it in a given situation.
So here's the question to ask yourself for truly engaging writing: as a user, what am I looking for/what do I want/what do I need?
The real way to influence people is to put yourself in their shoes, talking about what they want and showing them how to get it. After asking yourself this question, a “Download” call to action is likely to become “Learn how to write Call To Actions that work” while a generic “Start your free Trial” becomes “Start organizing your workflow now”.
In particular, in this last example the reader's focus is shifted from the action to the achievement of the goal, effectively distancing the temporariness of the result due to the trial period.
Furthermore, using self-explanatory Call To Actions is useful to counteract the often weak attention of the user towards the many emails received. From a quick scan, in fact, you will be more attracted by the version “Discover how to write Call To Actions that work” rather than the simpler “Download the guide”.
The blessing and curse of a perfect gambling data malaysia Marketing campaign is the Call to Action – a crucial aspect that determines not only the success or failure of the marketing action, but the next step of the reader transported on that journey that began right in the Email just sent.
The Call to Action is in fact the emphatic point of a message and coincides with the expected objective: be it a registration, a download, a purchase or any other action that is necessary to make the reader perform. Actions that are represented by words that are not particularly attractive to the consumer: download, buy, sign up. Yet, most Marketers continue to use them.
Don't exalt the act itself, but its value
Let's use the “DOWNLOAD” example and understand why writing a call to action exactly this way is not compelling.
If this word is “interesting” for the marketer, since it describes the purpose of the action, the same cannot be said for the user, whose hidden objective is certainly different. The ambition of a user, sometimes not formulated as a recognized desire, is to obtain, for example, the content of a resource offered to acquire knowledge and use it in a given situation.
So here's the question to ask yourself for truly engaging writing: as a user, what am I looking for/what do I want/what do I need?
The real way to influence people is to put yourself in their shoes, talking about what they want and showing them how to get it. After asking yourself this question, a “Download” call to action is likely to become “Learn how to write Call To Actions that work” while a generic “Start your free Trial” becomes “Start organizing your workflow now”.
In particular, in this last example the reader's focus is shifted from the action to the achievement of the goal, effectively distancing the temporariness of the result due to the trial period.
Furthermore, using self-explanatory Call To Actions is useful to counteract the often weak attention of the user towards the many emails received. From a quick scan, in fact, you will be more attracted by the version “Discover how to write Call To Actions that work” rather than the simpler “Download the guide”.