{"id":5351,"date":"2020-02-04T14:49:06","date_gmt":"2020-02-04T03:49:06","guid":{"rendered":"https:\/\/www.smartrmail.com\/blog\/?p=5351"},"modified":"2023-03-23T09:11:16","modified_gmt":"2023-03-22T22:11:16","slug":"improve-email-capture-rates","status":"publish","type":"post","link":"https:\/\/www.smartrmail.com\/blog\/improve-email-capture-rates\/","title":{"rendered":"How to Design CTAs to Improve Email Capture Rates"},"content":{"rendered":"\n<p>Today we will learn How to Design CTAs to Improve Email Capture Rates. Email marketing is one of the most effective ways to generate ecommerce sales. Without paying for any advertising space, you can use email to showcase your products and offer promotions to people who have already expressed an interest in your store.\u00a0<br><\/p>\n\n\n\n<p>Indeed, email marketing generates <a href=\"https:\/\/www.lyfemarketing.com\/blog\/email-marketing-roi\/\">$40 in revenue for every $1 spent<\/a>. This makes it a better investment than other online marketing methods, such as internet display ads, which generate $19.72 per $1 spent, and keyword ads, which generate $17 per $1 spent.<br><\/p>\n\n\n\n<p>Of course, to run an email marketing campaign, you\u2019ll need a list of contacts to send your emails to. And the more contacts you have, <a href=\"https:\/\/www.smartrmail.com\/blog\/5-things-you-can-do-to-right-now-to-get-more-sales-from-email-marketing\/\">the more sales you stand to make<\/a>.<\/p>\n\n\n\n<div class=\"inherit-container-width wp-block-group has-ast-global-color-6-background-color has-background is-layout-constrained wp-container-core-group-is-layout-d1e17a01 wp-block-group-is-layout-constrained\" style=\"border-radius:5px;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--80);padding-bottom:var(--wp--preset--spacing--30);padding-left:var(--wp--preset--spacing--80)\"><form role=\"search\" method=\"get\" action=\"https:\/\/www.smartrmail.com\/blog\/\" class=\"wp-block-search__button-outside wp-block-search__icon-button wp-block-search\"    ><label class=\"wp-block-search__label\" for=\"wp-block-search__input-1\"  style=\"font-size: 24px\">Search for articles<\/label><div class=\"wp-block-search__inside-wrapper\"  style=\"width: 75%\"><input class=\"wp-block-search__input\" id=\"wp-block-search__input-1\" placeholder=\"\" value=\"\" type=\"search\" name=\"s\" required  style=\"font-size: 24px\"\/><button aria-label=\"Search\" class=\"wp-block-search__button has-text-color has-ast-global-color-5-color has-icon wp-element-button\" type=\"submit\"  style=\"font-size: 24px\"><svg class=\"search-icon\" viewBox=\"0 0 24 24\" width=\"24\" height=\"24\">\n\t\t\t\t\t<path d=\"M13 5c-3.3 0-6 2.7-6 6 0 1.4.5 2.7 1.3 3.7l-3.8 3.8 1.1 1.1 3.8-3.8c1 .8 2.3 1.3 3.7 1.3 3.3 0 6-2.7 6-6S16.3 5 13 5zm0 10.5c-2.5 0-4.5-2-4.5-4.5s2-4.5 4.5-4.5 4.5 2 4.5 4.5-2 4.5-4.5 4.5z\"><\/path>\n\t\t\t\t<\/svg><\/button><\/div><\/form>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-fill\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/email-marketing-tips\/\">Email Marketing<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-ast-global-color-5-color has-ast-global-color-0-background-color has-text-color has-background wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/guides\/\">Automations<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.youtube.com\/c\/Smartrmail\/videos\">Smartr TV<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/industries\/\">Industry Guides<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/inspiration\/\">Inspiration<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/case-studies\/\">Success Stories<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.smartrmail.com\/blog\/category\/events\/\">Key Ecommerce Dates<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Measuring Your Email Capture Rate<\/h2>\n\n\n\n<p>Publishing signup forms on your site allows you to convert visitors into contacts for email marketing. Some visitors will be interested enough in news about your products and exclusive deals that they won\u2019t need to be persuaded to sign up.&nbsp;<br><\/p>\n\n\n\n<p>You should also experiment with offering something in exchange for signups, such as a discount or an ebook, in order to increase your email capture rate (ECR).<br><\/p>\n\n\n\n<p>Your ECR is calculated by dividing the number of people who sign up for your emails by the total number of people who visit your site. This is the best way to measure the performance of your contact-collecting efforts.&nbsp;<br><\/p>\n\n\n\n<p>The average ecommerce site has an ECR between <a href=\"https:\/\/www.thebalancesmb.com\/opt-in-rate-for-email-marketing-2531833\">1% to 5%<\/a>. If you\u2019re struggling to bring your ECR above this average, the problem might be with the call-to-action (CTA) on your signup forms.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/go.smartrmail.com\/en\/app\/get-started?utm_source=Blog&amp;utm_medium=banner&amp;utm_campaign=migration-offer\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1892\" height=\"746\" src=\"https:\/\/www.smartrmail.com\/blog\/wp-content\/uploads\/2023\/02\/Group-10156-1.png\" alt=\"Free migration offer\" class=\"wp-image-7485\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Best Practices for Email Signup CTAs<\/h2>\n\n\n\n<p>For signup forms, your CTA is the button that visitors click to confirm they want to receive emails from you.&nbsp;&nbsp;<br><\/p>\n\n\n\n<p>Treating this button like an afterthought would be a mistake. The language used in the button, as well as the design of the button itself, will have a significant impact on your ECR.&nbsp;<br><\/p>\n\n\n\n<p>The following four CTA design tips will help you make more conversions:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Be Specific<\/h3>\n\n\n\n<p>You\u2019re trying to get visitors to subscribe, so it\u2019s only natural to use the word \u201csubscribe\u201d in the text of your CTA button.&nbsp;<br><\/p>\n\n\n\n<p>You should avoid this urge, though. \u201cSubscribe\u201d is neutral; it doesn\u2019t convey the value that the visitor will receive by signing up. If anything, \u201csubscribe\u201d communicates how you benefit from the arrangement: You need to build your contact list, so you want them to subscribe. What\u2019s in it for them?<br><\/p>\n\n\n\n<p>To convince more people to click, you need to get more specific and describe <em>why <\/em>the visitor should subscribe.&nbsp;<br><\/p>\n\n\n\n<p>For example, Shopify offers a free 14-day trial in exchange for the visitor\u2019s email address and highlights the value of this offer by labeling its CTA button \u201cStart free trial.\u201d<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/028IybnpyAHd42I2Gtnb0104opXcHA6MbueX0kPuayWFGIuvSWJShCyQL1ypwZMjI0I0nWmAViRl-5-0zMGsF-0uO7aTdnfFygBa_hPV2Xb4rXj8z8wyfPoidH0ruCxuy6g93AXD\" alt=\"shopify example cta\"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.shopify.com\/\"><em>Shopify<\/em><\/a><br><\/p>\n\n\n\n<p>\u201cFree\u201d is a particularly powerful word for CTAs.&nbsp;<br><\/p>\n\n\n\n<p>An <a href=\"http:\/\/web.mit.edu\/ariely\/www\/MIT\/Papers\/zero.pdf\">MIT study<\/a> once analyzed how much of a difference there was between setting the price of a product at 1 cent or free.<br><\/p>\n\n\n\n<p>MIT asked a group of people to choose between a Hershey Kiss for 1 cent or a Lindt truffle for 15 cents. It\u2019s important to have some context here: Lindt truffles are known to be a higher-quality product, and they\u2019re usually more expensive than 15 cents per piece.<br><\/p>\n\n\n\n<p>Seventy-three percent of participants chose the Lindt truffle, while only 27% went with the Hershey Kiss.&nbsp;<br><\/p>\n\n\n\n<p>Then, MIT wanted to see what would happen if they lowered the price of each chocolate by one cent. They made the Hershey Kiss free and set the Lindt truffle at 14 cents.&nbsp;<br><\/p>\n\n\n\n<p>In that case, 31% of participants chose the Lindt truffle, and a full 69% picked the Hershey Kiss. The difference in cost was the same, but dropping the price of the Hershey Kiss down from 1 cent to free made it more than twice as popular.&nbsp;<br><\/p>\n\n\n\n<p>This study shows that the attraction to free giveaways isn\u2019t entirely a logical, budget-based phenomenon. Psychologically, there\u2019s just something satisfying about picking up an item for free, even if it\u2019s only valued at 1 cent.&nbsp;<br><\/p>\n\n\n\n<p>Nerd Fitness also demonstrates the power of free with its CTA button labeled \u201cFree Stuff! Count me in!\u201d<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/MXKD5Nk2dWBpP9ovpQINpobgyc6Jm9T3dbA89h_NT6T0APudhVBzcJn4dP9eMlfOBLgkUXOMDnnkQTYa8OxlgZ6pmeJMImSrBXScFUnIJPWFyOJcAxMwACByJsf4UTY0As3KjE-E\" alt=\"email opt in example\"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.nerdfitness.com\/\"><em>Nerd Fitness<\/em><\/a><br><\/p>\n\n\n\n<p>The \u201cCount me in!\u201d portion of this CTA is a nice touch, as it implies the visitor is currently missing out on something.&nbsp;<\/p>\n\n\n\n<p>To give you an idea, <a href=\"https:\/\/www.studocu.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">StuDocu<\/a> emphasize on to be aware of new documents using CTA button \u201cStay updated!\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Add Urgency<\/h3>\n\n\n\n<p>It\u2019s easy to get distracted on the internet.&nbsp;<br><\/p>\n\n\n\n<p>There\u2019s social media, shopping, news, video games, movies and TV\u2026 why should a visitor take the time to sign up for your emails when there are so many other things they could be doing?<br><\/p>\n\n\n\n<p>By simply adding the word \u201cNow\u201d to your CTA, as seen in the example from Gilt below, you\u2019ll add a sense of urgency that encourages the visitor to click immediately.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/lL0Op2JlYU3twFyCR61mYNfo-rk-ZL7fbp5_0hytmYiiY7ORGcxYioirO9Q5xs6kKK3WCnWVWAh7M18a1_wunDczpizdKjG4CtJDBf0wtmhfBjBrIda63Ga6ZTcu1qkPqjfIwmSK\" alt=\"email sign up box\"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.gilt.com\/boutique\/\"><em>Gilt<\/em><\/a><br><\/p>\n\n\n\n<p>The exclamation point in \u201cShop Now!\u201d makes the message come across as even more urgent.&nbsp;&nbsp;<br><\/p>\n\n\n\n<p>Marie Forleo took a similar approach with the CTA button text \u201cGET IT NOW.\u201d<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/Nma_Dige4bznrbWgwNjg3uCdlEjTSpEdpjf9_4CtT30SN4W5hUhS3L_j1HCNZJSVX8wZUuu5NL7pdJ89IgiLHhmsWSUZQ19nuj_zM3S5qkUS03rf8d1SmiD76xChwfmeRox3u-j8\" alt=\"email capture rate example\"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.marieforleo.com\/how-to-get-anything-you-want\/\"><em>Marie Forleo<\/em><\/a><br><\/p>\n\n\n\n<p>\u201cGet\u201d may seem neutral, like \u201csubscribe,\u201d but it\u2019s actually a clever way to remind the visitor they\u2019re receiving something in return for their email address.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Stand Out<\/h3>\n\n\n\n<p>In addition to the language that\u2019s used in your CTA button, you must address the appearance of the button.<br><\/p>\n\n\n\n<p>Your primary goal is to get visitors to notice your CTA, and the most direct way to accomplish that goal is to make the button large compared to other elements on the page.<br><\/p>\n\n\n\n<p>For example, take a look at how this CTA button for TOMS is as big as the text field that\u2019s used to collect the visitor\u2019s email address.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/kN0MdFqJ2lsfsxfIr91Jb-9bLELT5OFNrELD2rwAZi3MiDahZ1F5U29vr8yzXRiCuWV0VF3Pf-_K2MwZO9PyMhzsc0TAUskoDUk4RMH77p9oalV9OuHujIOIrcwvCVa45GXM5UcF\" alt=\"email capture example\"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.toms.com\/\"><em>TOMS<\/em><\/a><br><\/p>\n\n\n\n<p>Color can also be used to draw the visitor\u2019s eye to your CTA button. You may have noticed that all of the examples provided in this guide use a button color that contrasts with the color of the background. The Country Cook does an especially good job of this.&nbsp;<br><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/r6LtuLyjrmT1qlnRZDLDyrnoPZiv9CaihG5ErtBIEz6h1LSWyZpxRS9jclaqBrbvaBfk59I69NEh3gYSbRIcqignKVUmTEUD31JN8mPTh_FPpa8sv_wff1oC1k4OPR49aqktZ-MY\" alt=\"sign up form \"\/><\/figure>\n\n\n\n<p><em>Image source: <\/em><a href=\"https:\/\/www.thecountrycook.net\/\"><em>The Country Cook<\/em><\/a><br><\/p>\n\n\n\n<p>The design of The Country Cook features a soft color palette, with light blue headings, simple black text and a white background. <\/p>\n\n\n\n<p>The warm orange used for the subscription form box is perfect: It\u2019s different enough to stand out, but also has a pastel quality that fits with the overall design. And the blue used for the CTA button makes it distinct from the rest of the subscription form box while still being easy on the eyes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Test Your CTA<\/h3>\n\n\n\n<p>With the tips described above, you\u2019ll be able to design a CTA that works well in theory. But does it work well in practice?<br><\/p>\n\n\n\n<p>There\u2019s no way to know until you try it. After you publish your CTA, your results will depend on more than just the text and appearance of the button. How your particular audience behaves, the attractiveness of the offer that the CTA is tied to and many other factors will have an effect. Also, what works for one store won\u2019t necessarily work for another.&nbsp;<br><\/p>\n\n\n\n<p>This is why you should use <a href=\"https:\/\/getshogun.com\/help\/en\/articles\/2997695-optimizing-your-pages-with-a-b-testing\">A\/B testing<\/a> to compare different versions of your CTA against each other. That way, you\u2019ll know for sure you\u2019re using the most effective CTA possible for your signup form.&nbsp;<\/p>\n\n\n\n<p><em>Adam Ritchie is a freelance writer based in Silver Spring, Maryland. He currently writes for <\/em><a href=\"https:\/\/getshogun.com\/\"><em>Shogun<\/em><\/a><em>, and his previous clients include Groupon, Clutch and New Theory.<\/em><\/p>\n\n\n\n\n\n<p><br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today we will learn How to Design CTAs to Improve Email Capture Rates. Email marketing is one of the most effective ways to generate ecommerce sales. Without paying for any advertising space, you can use email to showcase your products and offer promotions to people who have already expressed an interest in your store.\u00a0 Indeed, [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":5352,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[74],"tags":[129,128],"class_list":["post-5351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-tips","tag-ctas","tag-email-capture-rate"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Design CTAs to Improve Email Capture Rates | SmartrMail Email Marketing Blog<\/title>\n<meta name=\"description\" content=\"Today we will learn How to Design CTAs to Improve Email Capture Rates. 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