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.
But after all, what exactly is a CTA?
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 e-mail marketing, 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.
The Persuasiveness of Color Scheme at the Moment of Conversion
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?
Everything Counts When Setting up the Tone of Your Campaign
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:
- Yellow: associated with energy, creativity, and optimism. It is used to draw attention to shop windows. Reminds of caution, as well as being an excellent option for purchase or details buttons;
- Blue: is connected with brand trust, sincerity, and security. It is often used in the corporate industry, as it boosts productivity and is positively associated with logic, communication, and spirituality;
- Orange: it represents a customer-friendly brand – sociable, active, and sometimes fun. It is usually applied to CTAs to stimulate impulsive shoppers;
- Black: color with significant impact. It is related to efficiency, sophistication, and elegance. Linked with luxury and power, it is ideal for sophisticated products;
- Rose: about love and tranquility, symbolizes the feminine aspects of the universe and romanticism. It is used for products aimed at teens and for females;
- Purple: a soothing color, is linked to the resolution of troubles and problems. It also represents wisdom, nobility, wealth, and success, indicated for anti-aging beauty products;
- Green: is a color that produces a relaxing impact. It refers to stability, possibility, and peace. It gives a feeling of health, renewal, rejuvenation as well as being associated with the environment and nature;
- Red: the most dynamic and hottest color stimulates energy and excitement, encourages action and confidence, and causes a sense of anxiety and urgency. It is perfect for sale offs.
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:
- If you want to show a more energetic and friendly image, prefer the warm and vibrant colors;
- If you want to show professionalism and trust, opt for cool colors, and switch between dark and light tones.
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:
- Choose a color that matches, contrasts and complements the colors and other elements of the overall layout;
- Highlight the call-to-action with such a color that draws attention to it (but without breaking the color scheme set) and in a font size that gives more visibility to the campaign to facilitate its actual location;
- Leave some space around the purchase button to demonstrate its significance within the e-mail and stimulate the contact’s action;
- Be extra careful to contrast the text within the CTA with its background colors and make it more readable;
- Give preference to solid hues and avoid utilizing gradients or any other color combination that may take the focus out of the message text;
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.
Misconceptions and Myths Around Colors Psychology
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.
Tips for Creating a CTA that Converts
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:
- There’s no point in having a fantastic CTA within an e-mail that the subscriber won’t open, so the secret is to improve every aspect of the e-mail marketing campaign, starting from the subject headline. Have a clear CTA! Make explicit the action you’re expecting from your audience so that they can understand and respond.
- Segment your contacts carefully and make sure that your e-mails are being sent to the right audience: the CTA needs to be related to what the contact is looking for. The exciting idea is to personalize the e-mail to create a bond with the receiver, using personal data from your contact list such as name or birthday, and so on.
- Don’t create a Call To Action with a commercial appeal without even mentioning something about the product or the service in the e-mail. The CTA must be related to the main subject of the e-mail. Offer something to attract your prospects, such as a limited time offer, an exclusive item related to your product, for example.
- Use a verb to instigate the subscriber’s action. The “call-to-action” must draw their attention with power words such as “Read more,” Try free,” “Ask for your trial,” Buy now” “Get your discount.” It’s essential to know that the CTA must be an image and not read as a text because many action verbs and power words are identified as spam by e-mail providers.
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!