I don’t know about you, but for me, sometimes the trickiest part of creating a good email is actually one of the smallest details — the call to action (CTA).
I’ve mentioned in previous posts that I have a little bit of a complex when it comes to not doing the same thing over and over in my copy. So I always flinch just a little bit giving instructions to the art department for the same, basic “REGISTER NOW!” or “BUY NOW!” button in its usual red or orange rectangle.
That’s why I’m always on the lookout for new and creative ways to grab the readers’ attention, and draw them in for that all-important click. Join me on this journey to find CTAs with interesting, eye-catching designs and/or clever phrasing sure to serve its purpose.
Here are a handful I found, in no particular order.
Modcloth is always solid in their emails — they have a recognizable aesthetic and tone that resonates well with their young, quirky female target, and their CTAs are no exception. I included a few here because I couldn’t choose one that was “best”!
(This one was part of an April Fool’s themed email.)
Here’s one that made good use of content in its CTA, in addition to the offered deal itself. This email included savings on trips to various major cities, with articles on why they’re great destinations, to entice the reader. Links for the promo codes come right after.
Here’s a cute, playful CTA for artsy folk, from A.C. Moore.
Road Runner Sports
These Road Runner Sports buttons aren’t too fancy, but the bold color is eye-catching and I appreciated the very clear, easy-to-navigate categories. Often email promos will have different links to several sections of the website, but they are spaced out and require a lot of scrolling to see. If I already know what I want to shop for, I’m much more likely to click when it’s laid out for me right at the start like this.
How fun are these? No further commentary needed.
Might as well stick with the shoe theme! This comes from Zumiez. Just a simple, transparent rectangle with a bold, simple font and a bold border. While it looks fairly basic, it’s a change from the solid-filled box that I know I use a lot in emails. I’ve noticed this transparent style in a few other big-name retailers as well, like Abercrombie & Fitch and 6PM.com, as well as that April Fool’s ModCloth email earlier in the post. It does have a certain elegance to it, don’t you think?
Birchbox, like Modcloth, has a fun, girly flair to it. I found two examples of CTAs that both definitely catch the eye, and use unique language.
Bed Bath and Beyond
I like these “clearance tag”-styled Bed Bath and Beyond links.
Lyris had a simple spin on the typical webinar register button. These appeared at both the beginning and the end of the copy. It’s simple, as the look for a professional webinar should be, but the rounded edges, rich color and even the reverse type make for an aesthetically pleasing design. “Reserve Your Spot Now” gives a little more of a sense of urgency than just the “Register Now.”
Entrepreneur Magazine’s 2015 Growth Conference
Finally, for another non-retail example, here’s a little something from an email promoting Entrepreneur Magazine’s 2015 Growth Conference. Couple of elements I like: the promo code included in the CTA, the underlined emphasis on REGISTER TODAY, and of course the little cursor graphic that my eye went to immediately. (Don’t you always just feel the need to line up your cursor with it when you see something like this? Or is that just me?)
That’s just from a quick sift through my own inbox and WhosMailingWhat.com. I hope you’re feeling called to action now … that is, inspired for your next email. As always, feel free to leave a comment and tell me any other great examples you might have for these tricky little guys. This blog serves as my own learning tool as much as anything else!
See ya in two weeks!