Every email is an opportunity to use strong Calls-to-Action (CTA) to move the reader close to a “final conversion” such as a sale, subscription or donation. The CTA is the most important element of the email, and the first thing you should do is plan out the CTA and how it advances readers towards a final conversion. This can include sending an email(s) whose CTAs are about learning more about your organization, and then following up later with a CTA to buy or donate. Every part of the message — the copy you use, the visual images, the color scheme, etc — should be built around highlighting and supporting the CTA.
Key Takeaways:
- The most important part of any business email is a strong, clear and appealing call-to-action aimed at either building a relationship or getting someone to buy or donate.
- The CTA should be the very first thing you plan when composing a business email, and you also need to know how the CTA fits into your wider plan for engaging potential customers.
- Every element in the email, including copy, visuals, colors and other visual design items, should highlight and emphasize the CTA.
“Joanna doesn’t mean a welcome email is an opportunity to sell something; rather, she means every email should lead to a final conversion, whether that’s a sale, a donation, or an in-app action. Even if you are “nurturing” a subscriber to build trust in your relationship, the end goal should be the same: taking the subscriber a step closer to a final conversion.”