You've certainly seen a call to action at the bottom of an email from an online store before. Maybe you've even added calls to action into your own email outreach. But have you ever really stopped to consider why that particular call to action was included? Why not a different request? The best way to understand what calls to action will work best for your business is to understand the very nature of calls to action themselves. With this knowledge, you'll be able to formulate calls to action in your email outreach that align with both customer wants and the needs of your online store or eCommerce business.

What is a Call to Action?

A call to action, or "CTA," is an instruction to the reader or viewer to take a specific action. This could be anything from clicking on a link to buy a product, to signing up for a newsletter, or even a promotion to visit a website for more information. On a website, a CTA might be a button saying "Book a Demo" or "Find out More!" In an email, the CTA usually appears at the end of the message. The best email CTAs occur after the recipient has consumed a message that leads them to want to take action.

Different Types of Calls to Action

There are a variety of different types of calls to action that you can use in your email outreach. Here are some of the most common:

1. Request for purchase: This is the most common type of CTA, and it simply asks the reader to buy a product or service. This could be as simple as a link to a product page or a button that says "Buy Now."

2. Request for more information: This type of CTA is often used when you want to build rapport with a potential customer before asking them to make a purchase. It could be something as simple as a link to a landing page where they can sign up for your newsletter.

3. Request for feedback: This type of CTA is used to solicit feedback from customers or prospects. It could be as simple as a link to a survey or a request for a review.

4. Request for a social media follow, like, or share: This type of CTA asks the reader to take an action around your brand on social media. This could be done by including links to your social media profiles in your email signature, or by asking them to "like" your page on Facebook.

5. Request for event signup: When you're hosting an event or webinar and you want people to sign up a call to action around registration is very effective. This could be done by including a link to the event registration page in your email.

6. Request for a referral or to leave a review: Asking for a referral is a CTA that gives the recipient a chance to tap into their network of contacts on your behalf. While this serves the store owner directly, it can also provide satisfaction for the person providing the referral. By nature, people like to demonstrate expertise and knowledge to others. Referring or recommending a product taps into that feeling.

7. Request to signup for a newsletter or regular email: Sometimes the best way to build repeat customers is to stay top of mind without asking them to buy anything. Customers are largely intelligent, especially when it comes to making online purchasing decisions. By getting them signed up for your newsletter or update emails, you can.

The best way to determine which type of CTA is right for your email outreach is to think about what action you want the reader to take. Are you trying to prompt a sale? Get more newsletter signups? Get feedback from customers? Once you know what action you want the reader to take, you can craft a CTA that will help you achieve that goal.

Using Video in Your CTAs

One of the best ways to bring your CTAs to life is by using video. Video allows you to add a personal touch to your email outreach, and it can be a great way to get people to take action. Here are some tips for using video in your CTAs:

1. Keep it short: The best videos are short and to the point. Don't try to cram too much information into your video - just focus on one message that you want to get across.

2. Make it visually appealing: People are more likely to watch a video that is visually appealing. Use high-quality images and graphics, and make sure the audio is clear.

3. Tell a story: Use your video to tell a story that will engage the viewer and prompt them to take action. Think about what you want them to do after watching the video, and make sure that your story leads up to that call to action.

4. Don't forget the CTA: Always include a CTA at the end of your video. A startling number of emails from eCommerce companies forget to include a call to action. While not every email should be a hard sell, it is important to give the reader the option to do something as a result of the information you've provided.

How Different CTAs Influence Buyer Behavior Over Time

Different types of calls to action can influence buyer behavior in different ways. For example, a CTA focused on selling a new product or service to the reader serves to (1) inform the reader of something available for sale (2) demonstrate the quality and variety of your offering, and (3) suggest that you value their relationship with you. A CTA asking for a referral or review communicates that you, the online store owner, trust the reader's judgment. Asking the reader to signup for a newsletter communicates the promise that you will have something to share with them in the future that they will find valuable.

While the nature of a call to action is the same in each case, the impact and influence on the recipient are different. If you sell lower-priced items then a CTA of "buy now" makes a lot of sense. The reader may think to themselves, "That widget looks great and it's not that much money...I think I will BUY NOW." More expensive products are rarely bought impulsively. The value created through a newsletter can turn casual interest into a sale over time. So while a CTA of "Sign up for regular updates!" may not result in a sale today, it can certainly help build rapport for a sale later on.

The Use of Video and Calls to Action

When it comes to delivering a call to action, video is a great medium to use. Video allows you to bring the call to action to life and make it more engaging for the viewer. Additionally, video can be used to further explain the product or service that you are promoting, which can help increase conversion rates.

But what really makes a video stand out is its ability to be personal. By using a personalized video, you can connect with the viewer on a more intimate level, which can encourage them to take action. In fact, research shows that personalized videos can increase response rates by more than double.

And when it comes to calls to action, that extra bit of personalization can make all the difference. A personalized video will help your CTA stand out from the rest of the email, and it will encourage the reader to take action. So if you're looking for a way to drive more action, purchases, and responses from your email outreach, consider using a personalized video in your next CTA.

Windsor videos make personalized videos simple, even if you have thousands of contacts on your email list. Even better, Windsor can make elements of the email - including the call to action - personalized and customized depending on the contact. A one-time buyer that hasn't visited an online store in many months can receive a different message and a different CTA than a regular repeat buyer. The power of customization and personalization with video is a great way to optimize conversions across your eCommerce business.

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