Creating effective emails that promote your health system or brand can sometimes feel as challenging as trying to pull a rabbit out of a hat. But there is one strategic change that can work like magic to drive more engagement for your marketing campaigns: developing strong calls to action (CTAs).
The Power of Good CTAs
You probably know that the CTAs in your emails are the lines that compel people to click on the link to go to your website or to download an ebook. But CTAs are not all created equal. The ones that are most effective follow some carefully designed guidelines. This helps entice physicians and other healthcare professionals to do whatever you are asking such as register for a seminar, download a brochure, or navigate to your website.
Creating effective CTAs can increase your click rate by 1 to 2 percent. When it comes to marketing to healthcare professionals, this increase can give a significant boost to your metrics.
Put Mobile First
Creating effective CTAs can increase your click rate by 1 to 2 percent
The most important step in good CTA design is optimizing for mobile first since many healthcare professionals today access emails on the go. When it comes to designing responsible and effective emails, you need to ensure your messages will render correctly and that the links will be easily accessible on a small screen. This way, they can click through to the destination you intend.
Creating Mobile-Friendly CTAs
Here are some tips to create mobile-friendly CTAs:Place CTA within the first 500 email pixels so it shows on the first phone screen
- Use large, bold lettering
- Select bright colors
- Center text
- Use an HTML button that is easy to click with a thumb (note one study found a clear button led to 45 percent increase in click throughs)
- Avoid images (these can be blocked)
The latest research recommends CTAs use very concrete examples of what healthcare professionals will get when they click on the link. For example: “Click here for five tips to create killer email copy.” By defining the benefit upfront, they will know why to take that extra step, and what they can expect to get in return for their time.
Key Insights from Your CTAs
Couple the most strategically designed CTAs with a quality database of healthcare professionals
Keep in mind that you aren’t limited to creating just one CTA. Savvy marketers develop multiple CTAs using different language in each. The trick, though, is that all of them must drive the readers to the same destination. By tracking which CTA your recipient responds to, you will gain a deeper understanding of what they care about to guide your future marketing efforts.
Rely on a Good Email Company
Remember that you’ll need to couple the most strategically designed CTAs with a quality database of healthcare professionals so you can reach the right audience, at the right time. Working with a reliable email company can help you get the most impact from your CTAs.