Choosing the Best Call to Action: Phone, Email, or Both?

A call to action (CTA) can be presented in many ways, all with the same goal: to get your customers to do what you want. But how do you decide on what method works best for you and your business?  

Every business is unique and, subsequently, will require unique marketing solutions. Today, we’ll be exploring the pros and cons of calls to action via phone and email. 

Your product or service usually speaks for itself, but sometimes, you need to talk to your customers directly. So, which do you choose? A call to action by phone, email, or both? 

Let’s explore. 

What is a Call to Action? 

A call to action, as a marketing concept, means prompting your customers to take action—usually involving either signing up for a service or purchasing a product. Whether it is a newsletter, a tangible product, a subscription, or the like, ideally, you want them to take action to connect with you and your business.  

It exists as a persuasive element embedded into an email, advertisement, or website. For example, you may have a “Sign up” or “Buy now” button embedded into your landing page, or a hyperlink in a blog that leads back to a contact page. Certain ad formats, like Google call ads and Meta lead ads with calling, include a “Call now” button that makes it easy for mobile users to call your business straight from the ad. 

If you’re exploring a website, imagine you see in bright, bold letters: “BOGO: Buy one get one free”—and when you click it, it takes you to a sale page with discounted items. This call to action is to buy one item and get one for free. Ideally, they’ll maybe even buy a few sale items because the deal is just too great.  

For nonprofits and the like, a call to action could be donating to a specific cause, in case you wanted another example. News articles sometimes call you towards a cause. 

This results in a happy customer who got a great deal and money in your pocket from the sale. This is the primary function of a call to action. 

Phone Calls to Action 

A “Call now” call to action can be a highly effective way to connect with potential customers. 

Think of it this way: your website, your ads, your social media presence—they all serve as platforms to initiate a conversation. Asking customers to call is the invitation to start that dialogue. 

Here are some examples of how you can incorporate “call now” into your marketing materials: 

• “Call now for a free consultation!”
• “Limited time offer—call now to secure your discount.”
• “Have questions? Call now to speak with an expert.”
• “Call now to schedule a demo and see [product/service] in action.”
• “Don’t wait! Call now to reserve your spot.”

Or, in the case of many ‘call ad’ formats, it’s simply a button under the ad itself that says, “Call now!” 

All these examples provide a smooth transition into actionable steps that have a desirable result.  

What Are the Benefits of a Call to Action Over the Phone? 

Phone calls are direct and to the point. They allow you to make a more personal connection with your customers, for starters.  

But let’s explore some more of the benefits of phone-based calls to action. 

• Encourages Immediate Action
  • It prompts potential customers to engage with you right away, increasing the likelihood of conversion (you’re striking while the iron is hot.)
• Creates a Sense of Urgency
  • A “Call now” CTA implies there’s a limited-time opportunity or immediate action that customers should take.
• Clarifies Next Steps
  • Calls provide clear next steps for what the customer should do next to reduce confusion.
• Establishes commitment
  • Phone calls allow the customer to verbally commit to the next step, increasing follow-through.
• Builds Trust and Rapport
  • Creates an opportunity for further conversation and relationship-building, showing that you’re invested in their journey.
• Provides a Chance to Address Objections
  • If there’s hesitation, you can immediately address concerns or provide more information, encouraging good communication and commitment.
• Increases Engagement and Responsiveness
  • Phone calls turn a passive conversation into an active one, making it more memorable and impactful.

Email Calls to Action 

When someone sees your ad, you don’t always want them to call you right now. Sometimes, the better approach is to collect their email address so you can follow up later. This sets the stage for you to build a relationship and share information at a more deliberate (and often more manageable) pace. 

The best way to encourage sign-ups is to offer something in return, like a lead magnet, a newsletter, a free quote, or a product demo:  

• “Schedule your consultation today!”
• “Don’t miss out—reserve your spot now!”
• “Join our community—sign up here!”
• “Download your free guide today!”
• “Get your exclusive discount—redeem it here!”
• “Secure your place in our next webinar—register now!”
• “Get started with a free trial here!”

All of these examples are excellent prompts to encourage your customers to take tangible action.  

Why Focus on Email Sign-ups? 

• Reduce Incoming Calls
  • Not everyone has the time or the workforce to handle a higher-than-usual volume of phone calls, especially when those calls require you to work your sales magic to ‘close’ potential customers. In that case, asking customers to fill out a form makes it more feasible to manage those incoming leads.
• Target Your Messages
  • Depending on the form fields you include, you can learn more about your audience’s interests and use that to create stronger promotions, advertisements, emails, and more.
• Automate Your Sales Funnel
  • Email marketing platforms like ActiveCampaign, Mailchimp, and Constant Contact make it possible to automate parts of your sales process. At a basic level, this could be a simple confirmation email that lets customers know you’ve received their message. Beyond that, you can build entire automated email sequences that gradually guides the customer towards taking a bigger action (like making a big purchase.) It all starts with capturing that email address!

So, Which Do You Choose? 

Choosing the right call to action for your ads depends on your business goals, your target audience, and the nature of your product or service. Sometimes, a direct “Call Now” is the best approach, and other times, capturing an email address for follow-up might be more effective. 

When to Use “Call Now” 

• Great for industries where customers are more likely to connect with calls than email, especially if you have an older demographic.
• Great for industries such as IT, finance, insurance, banking, telecommunications, education and training, hospitality and tourism, construction and contracting, and more.
• Excellent when direct communication is more beneficial, rather than relying on someone responding to an email.

When to Use Email Capture 

• Great for busy customers (and busy businesses!) who might not have the time to make/receive calls throughout the day.
• Excellent for digital, on-the-go customers who prefer to interact with businesses online.
• Great for industries such as retail and e-commerce, health and wellness, nonprofits and charities, software and technology, marketing, online learning and education, and more.
• If your sales process requires more than one touchpoint or building a relationship over time, capturing emails allows for follow-up.

When it comes to choosing which is right for you, it’s important to weigh the pros and cons of each approach and choose what works best for your business. Ideally, you want a balance of both and choose the option that’s appropriate for the scenario. 

Hopefully, this blog post has helped clarify your options!

The Psychology of ‘Free’: How Digital Free Samples Hook Customers

Getting something for free, like a sample at a grocery store or a trial of a favourite streaming service (a ‘digital free sample’, so to speak), feels awesome. But ever wonder why that is? Well, it turns out that the idea of “free” has a significant effect on our choices.  

What’s the secret behind our love for “free,” and why do businesses give things away without asking for a cent? The word “free” has much more power over our decisions than we might realize.  

From physical freebies to digital free samples, the psychology behind getting something for free dramatically impacts how we behave as consumers. And for businesses, it’s one of the most powerful tools for turning potential customers into loyal, paying ones.  

This article will explore the irresistible world of free stuff and unpack why it’s such a big deal, especially in the digital age. You’ll also see how savvy businesses use this tactic to grow their customer base and generate long-term loyalty. 

The Power of Free: What’s the Appeal? 

Have you ever wondered why we get so excited about free stuff? It’s not only about saving money, although that is a big part of it. At the center of this behaviour is a psychological idea called the zero-price effect. This principle explains why we often prefer something for free over something cheap, even if the price difference is small. 

For example, imagine being offered a choice between a chocolate bar for 1 cent and another completely free. Most of us would go for the free one, even though the difference is tiny. Why does this happen? The idea of “free” suggests there’s no risk involved.  

We see it as a win-win situation: a gain with minimal downsides. Even if the free chocolate is bad, we didn’t spend even 1 penny of our hard-earned money. So, no love lost. 

This behaviour isn’t just about physical products; it also applies to the digital world. Free trials, downloadable content and app subscriptions all take advantage of our natural desire for a good deal.  

Even when we know there might be limitations or conditions attached, we’re still drawn in by the feeling that we’re getting something for nothing. And that’s where businesses take advantage of this psychology. Although we may appreciate the initial offer, we often spend more money than we intended because we feel compelled to continue. 

The Rise of Digital Freebies 

Free samples have been a cornerstone for decades, but the digital era has elevated this concept. From free trials and “freemium” models to downloadable eBooks and guides, digital free samples and freebies have become one of the most effective ways for businesses to engage potential customers. Let’s explore how these tactics are used and why they’re so effective. 

Free Trials and Demos 

One of the most common types of digital free samples is the free trial. Whether it’s a 30-day trial of Amazon Prime, a 7-day free access to Netflix, or a temporary subscription to a fitness app; free trials lower the barrier to entry and allow potential customers to experience the total value of a product or service without any upfront cost. 

The psychology behind free trials is simple but effective: businesses encourage users to try out their product in a low-pressure setting by removing the financial risk. During the trial period, the goal is to impress users enough that they’ll continue with a paid subscription once the free period is over. 

Consider Spotify or Apple Music, which offer extensive free trials to new users. Many users become accustomed to the convenience and variety offered after using the service for a few weeks or months. By the time the trial ends, losing access to ad-free listening or curated playlists becomes unappealing, and users are willing to pay to keep the experience going. 

Freemium Models 

The freemium model is a popular strategy and is widely used in services and apps where basic features are available for free while advanced or premium features cost the user money.  

Take Canva, the popular graphic design tool. Its free version gives users a wide selection of tools and templates for basic design needs. However, to access advanced tools such as premium images, or the ability to export files in certain formats, users must upgrade to Canva Pro.  

This strategy works because users get a real feel for Canva’s core features. Once they realize how useful the free version is, many choose to pay for premium features to improve their experience. It’s a clever way to turn free users into loyal, paying customers over time. 

Duolingo, the language-learning app takes a similar approach, The app provides free language lessons but offers users the option to upgrade to Duolingo Plus for an ad-free experience, offline access, and extra features.  The free version draws users in, while the premium option enhances the learning journey for those ready to take it further. 

To better understand why businesses, rely on these tactics, this detailed guide on Lead Magnet Types explores how free content plays a crucial role in customer conversion. 

Downloadable Content as Lead Magnets 

Not all digital freebies are apps or subscription services. Some businesses offer content, like eBooks and guides, to attract customers by providing valuable information when users provide their contact details, like an email address.  

For instance, a digital marketing company might offer a free eBook titled “10 Steps to Improve Your Website’s SEO.” To download it, users provide their email addresses, which enables the company to send follow-up emails related to marketing campaigns or special offers.  

This basic interaction establishes a bond with clients by keeping them interested and leading them step by step through the purchasing process. If you’re curious about how email marketing works, check out this blog on Email Marketing Essentials—it dives deeper into this process and why it’s so effective. 

Lead magnets are particularly powerful in industries where trust and value need to be established before a sale. By providing free content companies can highlight their knowledge and reputation increasing the chances that customers will explore their premium offerings down the line.  

The Psychology Behind Digital Free Samples 

So, what is it that makes these free digital offers so appealing? It all comes down to a few key psychological triggers that tap into our innate human behaviour: 

The Concept of Reciprocity 

Reciprocity is a factor when it comes to free offers. The idea is that when we receive something for free from someone else, we naturally feel compelled to reciprocate in some way. This dynamic frequently comes into play in business settings, where customers tend to be more likely to make a purchase or opt for a paid service following the receipt of an item. 

For example, if you download a free guide on social media marketing from a company’s website and find it helpful without any charge; you might appreciate the business for sharing information with you at no cost.  

And when you decide to hire a media marketing service in the future, you might feel inclined to choose the company, because of the guide they offered earlier. This feeling of reciprocity can greatly impact how you make decisions.  

Building Trust and Reducing Risk 

Offering freebies is a way to establish trust and ease the apprehension of trying something new. When you offer potential customers a free trial, demo, or piece of content, you’re giving them an opportunity to experience your product without any financial commitment.  

This lowers the risk of disappointment and allows users to make an informed choice before making any financial commitments.  

This trust-building is particularly important for businesses that offer complex or high-cost services. Establishing trust is crucial, for companies providing expensive services; By offering a digital free sample, they can prove the value of their product upfront and ease any concerns the customer might have. 

The Fear of Missing Out (FOMO) 

Another psychological factor that businesses use to their advantage is FOMO—the fear of missing out. They create a sense of urgency limiting the availability of offers or exclusive to certain users, businesses create a sense of urgency that makes them exclusive to groups to encourage people to act quickly.  

For instance, if a company offers a 7-day free trial of its premium service, users might feel compelled to sign up right away to avoid missing out. Once users begin using the service during the trial period businesses can showcase the value of the product which may increasing the likelihood of converting those users into paying customers. What starts as a digital free sample becomes a paid subscription.

Long-Term Benefits for Businesses 

While offering digital free samples or trials may seem like a short-term tactic, the long-term benefits for businesses are significant. Here’s how: 

Lead Generation 

Free digital samples, particularly downloadable content, are excellent for generating leads. By using lead magnets to collect contact information, businesses can build a list of potential customers who have already shown interest in their products or services. From there, businesses can nurture these leads through tailored marketing initiatives, like targeted campaigns and personalized email newsletters, to help steer them towards making a purchase.  

Customer Conversion 

The goal of giving out digital samples is to turn individuals who enjoy the freebies into paying customers. By allowing potential customers to experience the product’s value firsthand, businesses increase the chances that they’ll want to pay to continue enjoying the benefits.  

Whether it’s upgrading from a freemium model to a premium service or subscribing after a trial, the conversion feels natural since the customer has already had a firsthand experience with the product and knows its value. 

Wrapping It Up: Why Free is Powerful in Digital Marketing 

The digital age has really upped the game for freebies. From “try before you buy” trials to apps that offer cool features at no cost (but tempt you with even cooler paid ones), these strategies are all about getting us hooked and happy. 

By making it easier to get started, building trust, and creating a sense of urgency, businesses can leverage digital freebies to attract leads, build relationships, and convert users into long-term paying customers. So, the next time you come across a free offer, remember there’s a lot of psychology and clever marketing behind it. It’s all about businesses building a friendly relationship with us, the consumers, and making us feel like we’re getting a great deal.