If you’re a regular FilterGrade reader, you already know how email marketing can save your photography business. It allows you to build relationships with clients, promote your work, and communicate your visual art to a wider audience.
And among the tips on how to use email marketing effectively, there’s always one that sounds like “Engage them with a call to action.” Indeed, a call to action (CTA) is a powerful and indispensable weapon to promote your product or services to customers.
The only question:
How do you engage them with a call to action to get them to click?
This article reveals tips you, a visual artist, can use to design compelling email CTA buttons. Let’s see if there’s anything beyond text that entices someone to click through and accept your offer. Cover photo via Jose Antonio Gallego Vazquez.
5 tips for designing a CTA email that converts
Marketers know (and many statistics confirm it) that personalized and targeted emails influence purchases. And while a informative text emails are important to engage the audience, a CTA motivates them to take the desired action and choose your service over others.
For those new to all of this email marketing tricks:
A CTA email is a button or linked text telling users what to do after reading your message. The goal is to encourage them to click and thus engage with your brand.
“Click here”, “Register”, “Learn more”, “Submit”, “Download” or “Buy now” – you’ve seen them a million times. But these simple words will bring no results to your business if you ignore the overall design of your marketing emails. The color, size, and even placement of your CTA in emails matters for clicks and conversion.
Here’s how to design a call-to-action email to make it work:
1. Make it look like a button
When writing an email to customers, you have several options for designing a call to action: you can make it a link, an image, or an HTML button. The best option would be to make it a button because it gives a 45% click boost.
Why do buttons in emails work better?
First, they are more intuitive: a person sees a button and understands that he must click on it to learn or obtain something. The same principle doesn’t work with images because some users disable images in emails so they won’t see a CTA if you design it as an image.
Second, buttons are more trustworthy: most users still see email links as spam, so they can ignore the “Click here to learn more” words in the email text.
2. Use contrasting colors
Photographers and other creatives working with visuals know that different colors influence mood and perception and can evoke different emotions. It’s about color psychologyand the same principles work for designing call-to-action emails:
Choose a button color based on the emotions you want to evoke in users and the actions you hope to inspire. If you have a particular branding palette that you use across different marketing channels, consider that for email button design as well:
Customers already associate your photo business with particular colors, so the same color CTA will help them recognize your message and build trust. More than that, emphasizing visual contrast is key: regardless of its color, your button needs to stand out from the rest of your email so a user can see where to click.
picture by Steve Johnson.
According to experts, the best colors for email CTA buttons are orange and green. Both evoke friendliness and peace, positive associations and trust, and are bright enough to stand out in the body of the email.
Some also suggest a red color for the pimples because it’s all about excitement and desire, but others say red is too aggressive. It all depends on the context.
3. Make it big enough and locate it correctly
The size of your email’s CTA button is also important: it should be eye-catching but not distracting. The trick here is to strike a happy medium between big and small.
Your CTA should not be aggressively prominent, but touch-friendly. It should not distract the user from the message, but should be large and bright enough to be identified on both desktop and mobile devices. As already mentioned, high contrast with the background of the email is essential.
- Make it a minimum of 44×44 pixels (Apple’s recommendation)
- Use a font size of at least 16px for CTA buttons
Another thing to consider is the placement of your CTA button in the body of the email.
A good practice is to place it on the right side of the text: it is a natural reading flow for people in the Western world. However, consider placing the CTA in the upper left corner if most of your target audience reads emails on mobile. Thus, it will not be cut off from the frame.
Also, you may want to place the “above the fold” button, so that all users (even those who don’t scroll to the bottom of the email) can notice it. And feel free to repeat it “below the fold” where appropriate, after the explanatory text that convinced readers to click.
4. Add white space
To reduce friction around the CTA email button and visually separate it from other elements, remember to add some white space around it. It creates visual focus for users, making the button stand out.
Sufficient white space around CTA buttons in the body of emails helps avoid visual noise. It keeps pimples from looking like clutter no matter how small or bright they are.
It is this precise moment when a minimalist design call the shots. Although it may seem simple to some, it works.
picture by Solen Feyissa.
5. Make it interactive
Try shading so users see the live button on a different plane, or have it change color when a mouse is over it. These little tricks improve interactivity and increase clickability.
Here is another tip:
Design your email image to add directional cues to the CTA button. It can be an arrow pointing to the button, drawing readers’ attention to it. Or, you can place a photo of a person who is not looking at the camera but in the direction of your CTA button: Humans can’t ignore gaze (it’s psychologyagain!), unconsciously reacting to a picture with people on it.
YouTubers know this trick works: when designing thumbnails for videos, they use photos where they point or stare at a particular item to get users to pay attention.
Make your email CTA buttons more clickable
Now that you know the common principles of designing clickable CTA buttons for emails, it’s high time to use that knowledge in your next marketing campaign. For professional photographers, vloggersand other content creatorsit is essential to stay in touch with the public and to turn subscribers into customers.
Every detail can make the difference: the color, size, placement, and other design elements you use for email buttons demonstrate your professionalism and communicate your marketing message to the world.
Authors biography :
Lesley Vos is a seasoned web writer who loves visuals and their influence on the human brain. She currently blogs at Bid4Papers and contributes articles to publications on business, marketing and personal growth. Welcome to his Twitter @LesleyVos!