One could argue that the call-to-action is the most important element of any advertisement. It’s the line of text or the graphic that tells your audience what you want them to do. With an Email Lead Generation campaign, knowing how to create impactful calls-to-action can help you greatly increase your chances of turning your purchased contacts into leads, and getting the best possible return on your investment.
What is a Call-to-Action?
The call-to-action is the line or lines of text that asks or tells your reader to do something – it calls them to action. This can include a variety of things, such as downloading content, opting in through a landing page, signing up for a webinar, and much more. A call-to-action is usually about one to two sentences in length, and is very direct.
As for placement, in an email message the call-to-action usually appears at the end of the message, although it can take place earlier or even throughout your email, depending on what you’re asking your audience to do. Something common among all calls-to-action is getting the reader to take the desired action immediately. In a world of marketers all competing for the same limited attention spans, a call-to-action that stresses immediate action can make a significant difference in getting your audience to take action on your offerings.
Calls-to-Action and Email Lead Generation
Emailing a purchased list is one of the fastest, most efficient ways to generate leads for your business, and Clickback’s Email Lead Generation software is the only software that protects you from the numerous pitfalls that can occur when emailing a purchased list of contacts.
For an Email Lead Generation campaign, the call-to-action is one of the most crucial elements of your messaging. It’s the part of your email that tells your contacts what action they need to take to become leads for your business.
Guidelines for Creating Effective Email Lead Generation Calls-to-Action
There are a few key best practices to follow when creating your Email Lead Generation calls-to-action. First, keep it simple. The main goal of an Email Lead Generation campaign is to have your contacts opt in and become leads for your business. This typically means asking your contacts to fill in a form granting you permission to continue communicating with them. Asking for too many actions is burdensome for the person reading your email, and makes them less likely to take any action at all.
You also have to make it easy for your contacts to take action. For example, if you want your contacts to fill in a form on a landing page, then it’s best to provide a clickable link to the landing page. Don’t ask them to copy and paste an inactive link into a browser – these are additional steps that could turn away a potential lead. An effective tactic is to include the same link more than once in your email message, however, you need to be careful not to go overboard. Including the link two to three times is adequate.
You also need to provide clear direction for what you want your contacts to do. Using the landing page example, let your contacts know to select the link that will take them to the landing page to opt in. And finally, let them know the benefits of opting in. Your call-to-action is another chance for you to hit home the benefits of your company’s offerings.
An example of a written call-to-action that includes all of the above items may look like this:
“Sign up today for a short demo to see how Clickback’s Email Lead Generation software can help you safely and affordably generate more leads for your business.”
It’s short, simple, provides clear direction, a link, and lets the reader know how signing up for a demo can benefit their business.
Additional Call-to-Action Ideas
One of the features of Clickback’s Email Lead Generation software is its A/B/n multivariate testing capability. This feature lets you create and test an infinite number of calls-to-action, so you can see what wording has the highest impact before you launch your campaign. In addition to calls-to-action, you can test numerous other variables, including subject lines, salutations, keywords and more. Using A/B/n multivariate testing, you can see which combination of elements will earn you the best results for your Email Lead Generation campaigns.
How To Get Started
Using the right software is the first and most important element of a successful Email Lead Generation campaign. As the only software designed to protect you from the potential threats of emailing a purchased list, if you are going to email a purchased list, you need Email Lead Generation software.
And creating effective, high-impact calls-to-action for your Email Lead Generation campaigns can help you turn more cold, purchased contacts into warm leads for your business.
If you’re ready to see how Clickback’s Email Lead Generation software can help you drive more leads to your funnel, sign up today for a short demo.
This article is the final in a series of three about how to create content for an Email Lead Generation campaign that will help you turn cold contacts into warm leads for your business. For the previous articles in the series, see 4 Rules of Email Engagement and 3 Simple Tips for Writing Emails that Generate Leads.
