Give Your Email Targeting Superpowers and Avoid Call to Action Kryptonite

When is your promotional email a super success? Although there are some exceptions, most emails are action driven. You want your subscriber to take action: Buy a product, Register for an event or in this case enter a contest. And that is why you have to be clear about it, by using a strong Call To Action in your email. .

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Make your email a targeting Super Hero

Here is an example of an interesting contest and email by Sideshow Collectables. To promote a new “only real Superman that made us believe a man could fly” – Christopher Reeve figurine. Giving you a chance to win it by entering a giveaway contest.

Superman contest

 

With a contest like that, they can raise awareness among their current subscribers. Note that this is a preview, the figure isn’t even made yet. And they are getting excited, with comments on the page like:

This will be a hot second to my cinemaquette Superman I bought 2 years ago. I just have to start putting away money for it.

Everything about superman is awesome!!!

Ok, I have to have one!!!

Once the figure becomes available, Sideshow already know that the contestants are interested in having one, and can easily email them with an offer. How is that for targeting the right people?

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The contest page also allows new subscribers to register, so as a second win Sideshow can gather new subscribers. Giving away the product also increases the chance that real Fans will enter and you are building a list of real subscribers for your newsletter as opposed to “people wanting to win an amazon card”. Fans will tell other fans of the contest and it can be promoted further via search and social reaching quite a big audience of potential clients.

This contest via email has three :

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Avoid Call to Action Kryptonite

But even a great contest idea isn’t a success without great execution. And what caught my eye was the Call to action. The Call-To-Action (or CTA) is that part of the email that compels your readers to take action. Most often in the form of a button or a link. It is one of the most important elements of any effective email newsletter. You can imagine that an email that doesn’t include a CTA altogether directly fails in its goal to activate the recipients.

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A call to action even influences conversions to such an extent that changing the text of the link or button can lead to big lifts in conversion rates. Now often you see links that say “Click here” or even just underline the word “here”. A reader has to go through the text surrounding it and fill in the blanks.

You might call those the Clark Kents of the Call to Actions, boring and going unnoticed while beneath might be a super promotion.

Superman contest call to action

 

Subscribers clearly need X-ray vision

On the left side is the part from the newsletter, the right side shows the landing page. Notice that you HAVE TO read the text to know what is going to happen once you click here. Subscribers don’t have X-ray vision and each time you make it easier to understand and convert, that makes the email stronger.  On the landing page you also need to scroll a bit down to see the actual contest. Looks like “Click Here” is the Kryptonite to this otherwise Super promotion.

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Improving the Call to Action for Repeatable Wins

But what would be better CTA texts in this case? I believe in fixing by testing, so run a test where you split the subscriber base in different groups and test which CTAs would work best.  These treatments would run next to the current “click here” to see if they do show improvements. And because the sender will be doing other contests in the future, that would be a learning that can be repeated.

A connection between email marketing and landing page is always a good idea, that way people will quickly know that they have landed on the right page. So,  for some stronger CTA inspiration, let’s look at the copy on the landing page top right and the headline below gives a variant:

  • Enter for A chance to Win (top right)
  • Enter for Your Chance to Win (Headline above the form)

That would be a lot clearer already. Not every subscriber has X-ray vision. Already an interesting test to do “A  chance ” versus “Your chance”. A telecom provider tested “View Your offer” versus “ View My Offer”. The “My” variant saw a more than 15% lift in clickthroughs.

What is your Call to Action of Steel?

But still, “Enter for Your Chance to Win”, not the Call To Action of Steel if you ask me. Let me know your version of a stronger CTA in the comments.