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Hi there friend,

Last month, I took my son to a free Karate class. He had a fantastic time—he learned some sweet moves, and came out grinning ear to ear. I was ready to sign him up for regular classes, but there was one problem: at the end of the session, no one provided any information on how to proceed. 

No instructions on enrollment, and no follow-up email or pamphlet. I left feeling unsure about the next steps, and despite my son's enthusiasm, we didn't end up signing him up. (Don’t worry, we found another dojo that was more on top of things and he is loving it!) 

This experience highlighted how crucial it is to have a clear call to action (CTA), especially when the initial interest is high. Without it, even the most engaging experiences can result in missed opportunities.

CTAs are crucial in email marketing. They bridge the gap between your content and the end goal, driving measurable results, maximizing ROI, and providing you valuable insights into your subscribers/customers.

Let’s dive deeper into how you can optimize the CTAs in your emails so you can maximize conversions.

📊 How Many CTAs?

The ideal number of CTAs in an email depends on the email's purpose, but here’s a rule of thumb:

• Single CTA for Focused Actions: If your email has one main goal (e.g., driving webinar sign-ups), stick to one clear and prominent CTA.
• Multiple CTAs for Engagement: For newsletters or content-rich emails, include 2-3 CTAs, but ensure there’s a primary CTA that stands out. Keep your main goal in mind.

📍 Best Placement

Positioning is key. Here’s where your CTAs should go:

• Above the Fold: Place a primary CTA near the top of the email to capture attention early.
• Midway: Reinforce the primary action with a secondary CTA in the middle.
• End of Email: Conclude with a strong CTA to capture those who read through the entire content.

🎨 Color and Design

Colors and design can significantly impact CTA performance:

• Contrast is Crucial: Ensure your CTA button contrasts sharply with the background and surrounding text. This makes it visually prominent.
• Consistency with Brand Colors: While contrast is important, ensure the colors align with your brand palette.
• Psychological Triggers: Colors can evoke emotions. For example, red can create urgency, while blue can instill trust. Use these insights to choose the right color for your CTAs.

📈 Advanced Tips

• A/B Testing: Regularly test different CTA texts, placements, and colors to see what resonates best with your audience.
• Microcopy: Add a small line of text below your CTA to reinforce the action. For example, “Limited spots available!” can create urgency.
• Responsive Design: Ensure your CTAs are easily clickable on mobile devices, as a significant portion of email opens occur on mobile.

This Week’s Challenge 

Try crafting two different CTAs for your next email campaign and test which one performs better. Pay attention to click-through rates and conversions. This small experiment can provide big insights into what resonates with your audience.

Remember, the goal is to guide your readers effortlessly towards taking action. With these tips, you're well on your way to mastering the art of the CTA.

Let’s make those CTAs irresistible!

What did you think of this email?

❤️❤️❤️ Loved it. Can't wait to get the next one.

💔 I didn't really care for it.

How to Find the Right Placement for a Link with Click Tracking 🔗

If you turn on click tracking for your messages, our system will track and report how many times each address in your message was visited by your subscribers.

But what if you want to track how many times the same address was clicked on in different locations in your messages?

Imagine you have a message with a link to your website at the top, middle, and bottom sections of the body. You want to see where subscribers are clicking on that same link for either of these reasons:

• To determine how far down subscribers are reading
• To see which copy is most effective in driving traffic to your site

In order to generate a report with the three locations separated, you can use "tags" to make the links slightly different without affecting their functionality.

Using our example, if our website's address were http://www.example.com and each of our links pointed to that same address, we could change them to:

For your messages, all you need to do is add a # symbol and some kind of code you can identify on your reports page later.

Then, in your reports, you'll find a separate statistic for each of those links pointing to the same page.

Get our latest expert advice and helpful tips 

Hasta la vista,

- Chelsea H. and the rest of the AWeber team