One of the most important aspects of email design is a purposeful call-to-action, as it needs to compel recipients to engage further with your brand. Although all marketing content needs a clear call-to-action, in this post I’m going to focus on calls-to-action (CTAs) for non-profit and political email campaigns.
Whether the intent of your email campaign is to get constituents to make a donation to your campaign, or share your fundraising site’s URL, calls-to-action may often be the email’s only purpose—to drive action from supporters.
In an email, your CTAs can be in the form of words (links), a button, or both. As this post explains, there are three ways to make effective CTAs for political and non-profit email.
1. Add CTA as a Question
Make it clear what you want the reader to do (i.e., what is the point of your call-to-action?) An effective call-to-action needs to combine a clear instruction with a defined purpose, such as:
- Will you volunteer to make phone calls at [name] office?
- Can you help us with our telephone outreach project?
- Will you volunteer to canvass/go door-to-door?
- Can you host a political fundraising event?
- Will you volunteer to recruit family and friends?
- Are you ready to help us get out the vote?
- Will you do your part and volunteer to staff a [name] office?
- Can you volunteer to write letters to the editor of newspapers?
- Will you help us Get Out The Vote?
- Ready to join us?
2. Add CTA as an Instruction
To encourage your readers to do something, use a command that clearly states what action you want them to take. For example:
- You can sign up to volunteer for our campaign team at http://www.yourwebsite.com/volunteer
- You can help elect the next [Office] by signing up to volunteer for our campaign at…
- Sign up for a volunteer shift
- Support Our Efforts
- Join the grassroots effort!
- Get Involved!
- Join the Campaign Today!
- Take Action Now!
- Be Heard!
- Learn more
- Sign the Petition
- Sign the Pledge
- RSVP to this Event
- Act Now
- Like [Us/Your State Party] on Facebook!
- Follow [Us/Your State Party] on Twitter!
- Speak Out
- Host a Meet & Greet
- Register to volunteer
- Make a Donation
- Take action!
3. Add CTA Button/Image Link
However, use buttons and images with caution since email clients are not very button/image friendly and, although you may be able to view the button or image in a browser, it might be unreadable in Outlook. Additionally, image downloads may be blocked by the user, so your entire call-to-action may be lost if you use an image to convey a link.
If you do use a button or image—make it big, bright, and easy to see. Be sure that there is a text-based link and call-to-action directly below or above the image, and that the image includes alt and title text that repeats the call-to-action.
In conclusion, your call-to-action is one of the most important elements in a campaign…so be sure to design it to stand out. Help your readers choose between calls-to-action by highlighting your most important call.
You might also be interested in reading, “Political Email Marketing: Increase Awareness to Increase Votes with Email.”