Most of your communications will be sent out to your engaged subscribers, who are familiar with your brand and style from plenty of previous emails, but others need to be contacted because they haven’t engaged with your emails in a while.
Your call to action is one of the most critical parts of any piece of content you create.
When you’re writing emails to re-engage with recipients and initiate communication again, the action you request is even more critical.
How do you measure the efficiency of a call to action?
Writing a great call to action is something every marketer must master. No matter how good your content is, you can only get so much value if you’re not leading your customers on a journey.
The efficiency of a call to action, from the writer’s end, is the amount of engagement it receives. The question then becomes: What makes a call to action something users want to click on?
More to the point, how do re-engagement emails affect these best practices?
Best practices for writing a call to action
The basic two-step formula for creating a compelling call to action first involves using action words to compel the reader. You want them to call, click, learn, request, or download. All these keep them engaging with your brand. And don’t underestimate the value of using buttons for your calls to action.
Buttons increased Campaign Monitor’s click-through rate by 28%.
The other part involves making the call to action benefit-oriented. They need to be given an idea of what to do next but, more importantly, they need to know why they should do it. Focus on how following the call would help them and create a fear of missing out.
How re-engagement emails change things
When you’re writing a re-engagement email, the receiver probably isn’t going to know what’s been happening with your brand. Your new products, differentiating factors, and even your brand in general may be unfamiliar because they haven’t engaged in a while. And trying to make a sale with someone who hasn’t been opening or interacting with your emails may come across as pushy.
No matter what you’re reaching out for, try offering your receiver an incentive to start engaging with your emails again.
Remember, frame it in a way that sets you apart. Concisely mention what makes your brand special and how it could help them, and then tie that into engagement with your emails.
Does it really matter?
Writing a re-engagement email is always a delicate process. You may be so focused on the subject line to make sure it gets opened that you’re not concerned about the ending call to action. However, there’s a very good reason you should be.
Re-engagement emails can produce some very impressive open and reply rates when appropriately optimized. In fact, forty-five percent of recipients who received re-engagement emails read subsequent emails. If a re-engagement email can get this much engagement, a well-placed call to action has a great deal of potential too.
Re-engagement emails are different from regular emails because they are there to revitalize your relationship with subscribers. And, since a call to action is one of the most essential parts of any content, you want to ensure the CTAs in these emails are especially powerful.
Once you’ve learned how to write a great call to action for your re-engagement emails, learn the rest of the fundamentals for how to build a great email list.