Picture this. A customer walks into your store. They ask questions about almost every item and you help them evaluate options. Then, when their card is practically jumping out of their wallet, you take your lunch break. They’re left confused about what they should do and leave without making a purchase. 

Investing time and resources in emails without a strong call to action is kind of like the digital equivalent of that.

What is a CTA?

CTA is short for call to action. This refers to the desired action you want your audience to take – and it’s also probably the thing we see businesses neglecting the most. Usually, when we do email audits, we’ll often see a link in the middle of the email, with nothing at the bottom to drive home the persuasion.

What’s the big deal about it?

If you include a link midway through an email, but fail to include one at the bottom, most people won’t read all the way to the end and then scroll back up to find the link. That means you lose out on that sale. Wherever you want someone to do something specific after engaging with your content, you need to have a clear-cut CTA.

Sometimes, it’s midway through an email. Other times, it will be at the end.

If it’s a really long email, you’ll probably need multiple CTAs throughout in case people don’t read all the way through. Whether you want them to stay tuned, book a call, complete a form, or make a purchase, the goal is quite simple: to get them to take action.

Go sprinkle those CTAs in your emails!