A “call-to-action” or CTA is a prompt in your email that asks your subscribers to take a next step. It is indicated by a line of text or image that instructs the next action to take and is often hyperlinked. “Learn more” is an example of a common CTA. Review these three steps as you think about the actions you might want your subscribers to take when reading your newsletter:

  1. Consider the placement: Is the CTA in a prominent spot in the email? Is there an image or graphic to draw attention?
  2. Use exciting language: “Click here” may be the most common example that we all recognize, but it’s no longer very exciting or effective. Change up the language when you can. If you’re promoting an event, instead of “Register here” try something like “Sign me up!”
  3. Use the right colors: What colors will stand out and draw attention but also look visually pleasing within your email and alongside your library’s branding? Consider accessibility; backgrounds and text with high contrast are more easily seen by those with impaired vision.

This is an excerpt adapted from the guide Library Newsletters: Best Practices.

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Molly Wyand is a Communications Specialist for NoveList. She is currently reading Luster by Raven Leilani.