![]() ![]() However, it can be difficult to know how to maximize your direct mail fundraising efforts. A good post-click experience will help ensure continued engagement with future email campaigns.Direct mail fundraising is a great way to raise money for your cause. Most email is read on mobile today, so make sure your landing page looks good on a small screen. Take the time to make sure your landing page is relevant to the email and reinforces your value proposition. Follow ThroughĬongratulations, your subscriber has clicked on your CTA link! Now what? Remember that after clicking your link, the subscribers journey has only just begun. This will ensure that your subscribers still see the CTA even if their email client blocks images from loading. If you're using an image or graphic for your CTA link, make sure you've filled in the "Description" field for the image in Direct Mail (clicking on the image will reveal that field). Most email is read on mobile devices these days, which means it's not a bad idea to repeat your CTA as the user scrolls down the message. Try to position your CTA as close to the top as is reasonable. Just like with web page design, the odds your subscriber will click a link decrease the further it is placed down the page. Instead, focus on low commitment propositions that don’t require a huge investment in money or time from your subscribers. High commitment propositions, like alluding to spending time or money, can be scary for a medium as casual as email. ![]() On the contrary, “shop now” represents a much lower commitment. Some CTAs, like “buy now” infer a greater commitment on behalf of the subscriber-you’re asking them to spend their money by clicking the button. Here are some examples of more descriptive, enticing calls-to-action: Use verbs to describe what they will do by interacting with the CTA and, if possible, create a sense of urgency or timeliness. Instead, you should use language that describes why a user should follow a link. It doesn’t describe the value or what will happen if, in fact, they do click the link. While “click here” may seem like a great CTA (in that it tells a subscriber exactly what to do), it really doesn’t give a reader any incentive for taking action. A classic example is the infamous “click here”. The biggest mistake that marketers make is using weak, passive language in their CTA. Jason Rodriguez at Litmus shares some insight on using more powerful language in CTAs: Try and ensure that the content of your email makes it clear (either explicitly or implicitly) the value that the subscriber will get out of taking the time to click. Remember that your subscriber's time is a precious commodity. Most email CTAs take the form of a link to your website. ![]() Getting to the bottom of these questions will help you design a more purposeful and effective CTA. What benefit will they get from taking that action?.What action do I want my subscribers to take?.Define Your Goalsīefore you begin, ask yourself these three questions: Here are some suggestions for putting together an effective CTA. While an attractive design and eye-catching graphics may help with that goal, writing an effective call to action (CTA) is key to driving interaction. For example, you may want your subscribers to purchase something, register for an event, or otherwise take action on your email. Most email sent with Direct Mail is sent with a purpose in mind. ![]()
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