Being aware of every element present in what is being sold is important to increase the range of an e-mail campaign. According to psychology, every implicit detail on the service or product being offered impacts the consumers in either – suppressing or stimulating the purchase. By that, every word chosen to compose the announcement, the content, images, and even colors might have a significant impact on the consumers.
In this article, you’ll learn about this concept and how it can be applied to the use of CTAs for improving the conversion rate of your e-mail marketing programs.
The CTAs, or “call-to-action,” are functions that call your contacts for carrying out a particular action in your e-mail marketing campaign. They may take the form of buttons or links, always to increase conversions. Yet, there is a whole strategical task for creating CTAs. In the case of email verifier, there are ways to utilize this resource prudently and achieve your goals.
Knowing how to pick the right type of CTA also makes a lot of difference. There are various types, such as a specific link to another related post or a particular landing page, but keep in mind that the CTA should take the visitors to the next step in the sales funnel.
It is important to carry out tests on the images, texts, colors, and links of CTAs because through analysis it is possible to select which one provides the best possible performance: if you observe a format that is not performing as it should, it’s time to change it for better results.
When applied to e-mail campaigns, there is no magic color to generate conversions. The effect on the consumer is dependent on the emphasis of a message item (like the CTA) to the rest of the text. That’s why visibility is essential and applied to both text and images. It is called Isolation Effect: you can influence the actions of your customer through isolated colors that will work as a guide along with the e-mail.
Before choosing the right color, make sure that the other elements of the campaign aren’t competing with the purchase button. To draw your potential customer’s attention, besides the color, the button must be visible and contrasted from the rest of the e-mail.
To achieve an even more significant impact, many people use the 60 – 30 – 10 rule. You must select a palette of three different colors and apply them to the e-mail in proportions of 60%, 30%, and 10%. The most robust color of them, usually used by 10%, should guide the reader or consumer along with the campaign. Choose the action you want to be highlighted and use color to accentuate it. For example, if your e-mail is already blue and gray, why not highlight your CTA with a bright red button?
Pay attention while selecting the color palette of your brand and all of your visual identity. Properly research the target audience you want to reach, consider logos, study competitors, websites, and campaigns so that you can have the same line of your industry and still find any gaps in the market.
Every color has a particular meaning and a different impact on the reader. It is vital that the color representing your brand, product, company, and communication matches the message you want to send. Do not know where to start? Here are some tips:
Besides increasing the efficiency of your CTA, studies show that the colors ease learning (55% to 68%), reading (40%), and understanding (73%) of customers and readers. You should analyze if the brand color conveys the ideal personality to enchant consumers:
You can also follow the representations previously set in some industries,e.g., blue for business (technology, social networks), green for gardening, red for sale offs, black or purple for luxury goods, and so on.
Yet, the color is not the only element of your marketing campaign that affects customer behavior. It must be appropriately linked to the design as a whole, including words, signs, and other images:
It is essential to test the color palettes from your campaign on different devices and monitors. Also, remember that usability always comes first: it is your target audience that makes the brand from the start till the end, from its inception to the reader conversion.
The influence of color in marketing and branding, unfortunately, resulted in several myths being propagated. This means that there is no “best” or“magical” color to increase your conversion rate and revenues suddenly: you need to test different color schemes to see what works best for an audience and campaign
Keep in mind that the psychology of colors schemes can help us understand how colors affect the responses of your customers, and how it can increase your conversion rates. Whether your customers are well aware of it or not, color scheme affects their decision-making processes.
You already know that a high converting CTA is one that makes people click. When creating a strong CTA, it should make the e-mail receiver do the action you propose, either schedule a meeting, make a purchase, access, or download a piece of content.
Besides the use of colors, several other factors can influence the performance of your CTA. To help you, we separated four killer tips that will surely make your CTAs much more persuasive:
In conclusion, both the content and color of your CTA can bring a better conversion rate, but its planning is still essential to ensure good results! Be well aware that the CTA is only an element of the e-mail, which is a part of a whole campaign that must be planned appropriately.
It has to align with the concept and objectives of your e-mail- marketing campaign to achieve the intended results: buy a product, generate signups, download an eBook, and so on. Because of that, ensure that your campaign has a defined audience, tone of communication and objectives, and then try different colors and shapes for a phenomenal CTA!