How to motivate your clients to take action!

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Call-to-Action-post

With the amount of emails received daily by current and prospective clients, it is vital that marketers cut through the clutter. A powerful call to action is essential for online marketing!

 

You have to make it very clear to your customer what to do next. Below are 10 simple tips to help you motivate clients to take action:

 

1. Brief is best
Research proves the majority of us skim read, so make your call to action short and sweet. The reader should be able to immediately answer “How does it apply to me?” and clearly understand what action they should take. Some phrases often used include: ‘Register now’, ‘Download here‘, and ‘Continue with Facebook’. Keep it simple – the simplest call to actions are usually the most successful.

 

2. Make it personal and avoid jargon
We all like to be treated as individuals and to feel special. Personalising your call to action shows that you understand your client, their concerns, needs and frustrations. Think about the marketing communications that you receive and what makes you respond. But remember, keep to your firm’s brand, style and tone.

 

3. Create urgency
Using words such as ‘now’ and ‘today’ motivates the reader to click immediately.

 

4. Ensure the destination is relevant
The content of the email and the destination of the call to action link should have a clear connection. For example, when a reader clicks a ‘Subscribe to our blog’ button it shouldn’t direct them to the website’s homepage – it should immediately go to a simple sign-up form.

 

5. Consider appropriate placement
Call to action placement depends on the length of the email. If it is a short email, then high in the body of the email usually works well as it is in the reader’s key area of interest. Having a good amount of white space around it makes it stand out. With longer emails, it can be included in a few places, allowing the reader more opportunities to respond.

 

6. Think about how many to include
The amount of call to actions depends on the aim of your email. If you want clients to sign-up to a newsletter then one call to action should be adequate. However, if you want them to connect with a number of media forms, such as email, blog, Facebook and Twitter, then include different options for them to do this. If you use several call to actions, make it clear which is the most important one.

 

7. Make it look good
Make it stand out. It needs to look different to get attention and generate a response. Try different shapes, colours and fonts. Keep it fresh and bold. Multiple designs, colours and fonts can be unclear and misleading.

 

8. Ensure it is in a suitable format
Consider how clients will view the message. Depending on the device they are using will influence how the image will display. Design your call to action for your audience. The main features of a call to action are its visibility and functionality. It is wise to include a text link for clients using devices that have plain text only.

 

9. Variety is the spice of life
Avoid using the same call to action in every email – be creative! Try to use interesting and unique call to actions with a new angle on common phrases. Ask a question to get their attention. For example, ‘Do you know what makes your firm unique? Save your spot.’

 

10. Test the results
Ensure you track the results to discover which format gets the most click-throughs. One style doesn’t suit everyone, so experiment! When you try something different run a simple A/B test by changing one element and checking how it effects the results. If it works, great. If it doesn’t, go back to the ‘drawing board’ and alter something else.

 

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DHL in New Zealand sent prospects the world's largest direct mail package - an envelope over 3 feet by 2 feet!

Think of ways to make your package the most intriguing, the most provocative, the most unusual one that your prospect will receive that week!
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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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