Wanting to improve the return of your email marketing campaigns?! Every word, content, tone of voice, images and colors used impact on the success of your campaign.

With that in mind, we’ve come up with some tips on how to use CTAs to improve the outcome of your email marketing campaigns.


What is a CTA?

CTA – call to action, are images or texts with links that take users to perform actions, directing to a landing page/page with the next step for the sales funnel.

Generally, it is a verb in imperative that suggests immediate action on the part of the public, such as “buy now” or “subscribe now.”

For understand wicth is the best image, color, text and links of CTAs is essential testing to achieve best results.

The power of colors for conversion

There is not the right color to generate more conversions in a campaign. Some believe that green is more effective, while others already bet their chips in the reddish tones. How to find out the right color for your page? Note which is the one that brings the best contrast on the screen.

The highlight is for both texts and images. This is the well-known Isolation Effect: you can influence the actions of your reader through isolated colors, which will serve as a guide within the email.

Before choosing the CTA color, make sure that the other elements of the campaign do not draw attention to the purchase button. To ensure its effectiveness, in addition to color, the button must be clearly visible.

To achieve even greater impact, the use of rule 60-30-10 is very common. This rule works like this: When choosing a color palette for your email, you must choose between three different colors and apply them in email in the proportions of 60%, 30% and 10%. The strongest trio color should be used in 10% of email, and should guide the reader or consumer to take a specific action through the CTA. For example, if your email has the colors blue and gray, why not highlight your CTA with a yellow button? Always try to use in CTA a color palette that differs from the rest.

To give you a little help with this search for the right color, here’s a tip: take a look at the color schemes that the designers community makes available on the Adobe Color website and also in Google’s own Material Design part.

Take everything into account and set the tones for your campaign

Be aware when choosing the color palette of your brand and your entire visual identity. Thoroughly research the target audience you want to reach because it will be critical in the process of brand building or rebuilding. Study competitors, observe logos, websites, and campaigns. So you can stay in the same line of your industry, but still find its differential in the market.

As each color has a different meaning and impact on the reader or consumer, it is important that your brand, company, product and communication have colors consistent with the message you want to convey. Do not know where to start? Here are some tips:

  • Yellow: associated with energy, creativity and optimism, it is used to draw attention in shop windows. It also reminds caution or caution, as well as being a good choice for details or purchase buttons;
  • Blue: arouses confidence in brand and safety. It is often used in corporate business, because it stimulates productivity and is associated with communication, logic and spirituality;
  • Orange: represents a friendly, sociable, active, and even fun brand. It is generally applied in CTAs with the aim of stimulating, the color being preferred by impulsive buyers;
  • Black: color with great weight, related to sophistication, elegance and efficiency. Also tied to luxury and power, it is ideal for sophisticated products;
  • Pink: related to love and tranquility, symbolizes the feminine universe and romanticism. It is indicated for products destined to adolescents and of feminine personal use;
  • Purple: directly linked to problem solving, like a calming color. It also represents nobility, wealth, success and wisdom. It is suitable for anti-aging and rejuvenating beauty products;
  • Green: it is a color that causes relaxation, it refers to stability, possibility and tranquility. Passes the feeling of health and renewal, besides being associated with nature and the environment;
  • Red: The hottest and most dynamic among colors stimulates energy and excitement, encourages actions and confidence, causes a sense of urgency and anxiety. It is ideal for settlements;

In addition to leveraging the purchase, data indicate that colors facilitate reading (40%), learning (from 55% to 68%) and reading comprehension (73%). Analyze whether color conveys the ideal personality to captivate consumers:

If your proposal is to get a more friendly and energetic image, give preference to vibrant and warm colors, if the idea is to pass trust and professionalism, opt for cold colors and alternate between light and dark.

You can also follow the representations already created in some industries, such as blue for business (technology, social networks), red for sales, green for gardening, purple or black for luxury goods, and so on.

Beyond Colors

Color is important, but it’s not the only element in your campaign that affects consumer behavior. It should be tied to the design as a whole, to the words and convenience to purchase.

  1. Focus in email marketing as a whole, starting with the subject. What good is a super well planned CTA if the user does not open the email ?! Make explicit the action you expect from your audience so that they can understand and agree with it.
  2. Create well targeted emails. The CTA needs to be totally related to what the person is looking for, the more personalized (with more proximity to the client), the better, such as name or birthday, for example. Create emails with custom fields, images, and links with Totaldocs
  3. Make use of a verb that instigates action. A call-to-action, as the name says, needs to call the action, such as “Try it for free,” “Read more,” “Buy now.” Know that the ideal is that the CTA is in an image and not read as text, because many action verbs are identified as spam by the email services. (10 tips to keep email out of SPAM)

So both the color and content of your. CTA can bring better conversion rates, but your planning remains essential to good results! Keep in mind that CTA is just an element of email, part of a campaign. It should be properly planned.

It needs to reflect the concept and be in tune with the goal of your marketing campaign to generate the desired result. To do this, make sure that your campaign already has audience, communication tone and defined goals, so you can test different colors and shapes for an incredible CTA!

Where to prepare personalized Text Message and Email Marketing and analyze the reactions of your customers? Totaldocs has what you need! Check it out here!

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