How do you create a clear and compelling call to action in your event follow-up email?

2 Use action verbs

In order to effectively communicate your goal, you need to craft a phrase that is both concise and captivating. Utilizing action verbs such as 'join', 'register', 'download', 'learn', 'claim', 'subscribe', and 'donate' can create a sense of urgency and excitement. For example, instead of saying "Please fill out this survey", you could say "Share your thoughts and win a prize". Avoiding vague or passive verbs like "click here" or "find out more" is key, as they don't inform the audience what they will get or why they should do it.

3 Highlight the benefits

When crafting your CTA, it's important to explain why your audience should take the action you suggest. Make sure to emphasize the benefits they will receive, such as saving time or money, gaining knowledge or skills, accessing valuable resources or opportunities, supporting a cause or mission, or enjoying a reward or incentive. Additionally, ensure that the benefits you mention are relevant and appealing to your audience. Avoid exaggerating or making false promises.

4 Make it visible and easy

Your CTA should be easy to spot and easy to act on. Don't bury it in a long paragraph or hide it in a small font. Use design elements like color, contrast, size, and shape to make it stand out. You can also use images, icons, or emojis to draw attention to it. For example, you could use a button, a banner, or a graphic to display your CTA.

You should also make sure your CTA is easy to act on. Don't make your audience jump through hoops or fill out lengthy forms. Provide a clear and direct link to the action you want them to take. For example, you could use a URL, a QR code, or a social media handle to direct them to your landing page, survey, or profile.

5 Test and optimize

Finally, you should test and optimize your CTA to see what works best for your audience. You can use tools like email marketing software, analytics, or surveys to measure the performance of your CTA. You can also use techniques like A/B testing, segmentation, or personalization to experiment with different variations of your CTA. For example, you could test different words, colors, formats, or timings to see what generates more clicks, conversions, or engagement.

By testing and optimizing your CTA, you can improve your event follow-up email results and achieve your goals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?