The email’s copy and visuals are

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The Ideal Call-to-Action (CTA):
Once the customer has opened the email, we want to entice them to click-through to our site, which is done by clicking the CTA.

meticulously produced to convince the customer to click through and convert (you’ll learn about this soon). However, it is not alone in the act.

A big, central player in attracting customers to click-through is the CTA. An eye-catching, desireable CTA is a critical factor to your click-through rate.

How to craft the ideal CTA?
Have one CTA per email. Too many CTAs can confuse and cell phone number database overwhelm the customer to the point in which he wouldn’t act at all. When you have one CTA, your customer’s attention is focused and he’s more likely to click through.

Relate the CTA to the email’s message. The CTA cannot be a stand alone button, it has to relate to the email’s message. In cart abandonment emails we want to motivate customers to recover their abandoned carts, so the CTA must be a link to the cart.

Lead up to the CTA. Have a short sentence before the CTA to lead up to it, as to make the CTA’s purpose clearer, put more focus on the CTA and to entice the click. You can ask a question (“want to see how to…?”) or use an enticing sentence (“find out how to…”).

Have an enticing copy for the CTA. The copy of the CTA should stimulate a click.

How?

– Stimulate action with words of action (“take”, “complete”, “continue”).

– Convey personal choice with a first person point of view (“I”, “me”, “my”).

– Be clear about where the CTA will take the customer (“basket”, “order”), so they know what they are clicking on.