How to Use Primary and Secondary Calls to Action in Emails More Effectively

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As a marketer, you know email is an effective way to reach and engage with your customers. Unlike other forms of communication, email lets you connect instantly with your customers — easily sharing important information, such as promotions, sales, or new products. But have you ever considered the impact of the calls to action (CTAs) that you include in your emails?

The calls to action in your emails can significantly impact the effectiveness of your email marketing. CTAs are the buttons or links in your emails to encourage customers to take a desired action, such as making a purchase or visiting your website.

Because they’re essential for achieving your email marketing goals, it’s important to consider how you want to position your CTAs — both revenue and secondary non-revenue driving options.

Here’s how Smart Banners™ and Smart Blocks™ can help you achieve your goals.

Not all CTAs are the same

In email marketing, most CTAs are designed to generate revenue. They typically encourage customers to take actions that directly lead to conversions, such as making a purchase, signing up for a paid subscription, or booking an appointment. 

Because driving revenue is a primary goal for every brand, it makes sense to position these CTAs at or near the top of every email. After all, research shows the more someone must scroll to reach a CTA, the less likely they are to click

Smart Banners™ help eliminate that, especially on mobile devices. Because the banner is always positioned at the top of the email, there is no scrolling. Regardless if your customer reads their emails on a desktop or mobile device, they’ll see a personalized Smart Banner™ with a dedicated revenue-driving call to action without the need to scroll. 

Here’s a great example of a revenue-driving CTA in action. The personalized Smart Banner™ pulls in customer shopping and browse data. So, when they’ve visited your site or put something in their cart but have not completed the purchase, it triggers a CTA that drives conversion. But the Smart Blocks™ allow for secondary actions, including learning more about recommended products or loyalty status. 

Don’t forget about non-revenue-driving CTAs

When customers receive an email from you, they’ll scan it to see if there is anything of interest to them. However, if they see a CTA at the top of the email that doesn’t directly relate to generating revenue, they may be less likely to engage with the rest of the email. 

That means non-revenue-driving CTAs at the top of emails can distract from your main goal and decrease the effectiveness of your email marketing. That’s not good.

But at the same time, it doesn’t mean non-revenue-driving and secondary action CTAs aren’t important (or necessary). There are many reasons to include these types of CTAs in your emails. For example:

  • Encouraging readers to take actions that support the brand, such as following social media, joining a loyalty program, getting on the SMS list, or downloading an app.
  • Provide additional information or resources to customers, such as blog posts, loyalty updates, or educational materials.
  • Highlight recommended or related products, share product information, or feature user-generated product reviews. 

Plus, the reality is including secondary CTAs in your emails can ultimately lead to increased revenue. For example, providing educational resources to customers helps build trust and credibility, which leads to increased loyalty and sales.

Here’s where Smart Blocks™ come into play. Because these blocks sit lower in emails, they aren’t taking up valuable “above the fold” space. So, they are the perfect tools for secondary actions, including non-revenue-driving CTAs

zembula smart block examples

Use the Smart Block™ to let customers know about events in their area, recommend products, and highlight how they can get more loyalty points. There are dozens of options to choose from.

Do more with your email

It’s important to be strategic about the CTAs included in your emails, especially if your goal is to drive revenue. In the past, you may have avoided adding secondary action non-revenue driving CTAs to your emails entirely.

But combining Smart Blocks™ and Smart Banners™ means you can engage readers and drive action in multiple spots in your emails. By doing so, you can maximize the effectiveness of your email marketing and drive more revenue for your business.

If you want to see how you can do more with Smart Blocks™ and Smart Banners™, get in touch. We’d love to show you how to transform your email marketing strategy. 

Click here to request a demo.

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