Calls to action (or CTAs) are one of, if not the most, essential components of inbound marketing. They can be anything from a button, text, graphic, or banner that entices a viewer to click on it. A marketer’s entire email campaign or product page is centered around the action they want recipients or visitors to take.

CTAs are all about engagement. Email recipients who click on your call to action and engage with your website have a higher chance of becoming knowledgeable, qualified leads, who, with time and nurturing, evolve into knowledgeable customers.

1.   Use the Jedi Mind Trick: Like a moth to a flame, we want customers to have no choice but to engage with the CTA. Follow this method of persuasion to draw their eyes to the interactive point with contrasting colors and simple language.

2.   Try A/B testing: Setup your email campaign as an A/B test (you’ll create one email with two separate bodies and the recipient list will be divided down the middle, half receiving email A and half receiving email B) with the only difference being your CTA.

3.   Create a sense of urgency: OMG. This is incredibly important. Stress timing and upcoming deadlines when prompting your CTA, when readers feel like they’re under a time crunch they will quickly take action.

4.   Repeat yourself (repeat yourself): Include multiple CTAs throughout your email. This increases your click-through rates and simplifies reader engagement by preventing unwanted scrolling and searching.

5.   Follow a clear, simple path: When a customer or lead clicks on a CTA that promises to take them to recorded webinar, then it better take them straight to that recorded webinar. Don’t route them to your homepage or provide additional offers.

6.   Exit through the gift shop: If you want leads to explore other pages on your website, give them the chance after completing a call to action, not before.