You’ve created the perfect email design, added the images, and written a compelling email copy. But, you left your email call-to-action as boring and non-actionable as “Learn more.”
Uh-Ohh! Don’t do that.
Like other elements, your email call-to-action is as important, or should I say slightly more important, as it tells users where to click and to take action.
So, make it personal, actionable, and valuable for your subscribers.
This guide will take you through steps to create an effective CTA that your subscribers can’t help but click.
What is email call-to-action?
An email call-to-action is the end action you want users to take when engaging with your emails. It can be a phrase, text, or a button asking them to make a purchase, book a demo session, download an e-book, read your blog post, and so on.
Here is an example of a call to action button in an email.
Email call-to-action is your prime engagement tool and will help you drive more clicks and increase conversions if done right. Besides, there are other benefits of using a compelling call to action in your email marketing campaigns.
Why is an email call-to-action important?
Every email you send has a purpose - to get more registrations, get users’ feedback, send them to your landing page, and so on. So, a good call-to-action becomes important because:
✅ It provides users with the right direction
A clear, compelling, and perfectly placed email CTA points users in the right direction and prompts them to take action.
✅ It improves click and conversion rate
A good and strong CTA attracts reader's attention which helps build unique value propositions and trust. As a result, it leads to more clicks and conversions.
Types of email marketing CTA
Sometimes your emails may have more than one action that users can take. In that case, email CTAs are divided into two different categories:
Primary call-to-action
Your primary CTA is the main action you want your subscriber to take. Therefore, it should be easily recognizable and placed in the most prominent position in your email. One way to make your primary CTA stand out is by making it distinguishable from other email elements.
You can help your primary CTA stand out in the following ways:
Make the primary call-to-action a button.
Use enough whitespace around it.
Use a different color for the CTA button than the other design elements.
Use interactive elements such as hover effect or rollover effect.
Using bold and larger typography.
Secondary call-to-action
Your email may have more than one action. So, after primary CTAs, you want your subscriber to take any additional actions that are secondary CTAs. These should be styled and placed differently to prevent confusion and competition with primary CTA.
For example, if you use the hover effect in your primary CTAs, making secondary CTAs simple buttons will help avoid confusion and emphasize primary CTA.
How to create a compelling email CTA?
Before you begin creating your CTA, you need to define the purpose behind that CTA. Ask yourself these three questions:
What action do you want your subscribers to take?
How can you present it to your subscribers?
What value will it offer to the subscribers?
You must be crystal clear about the intent and reason why subscribers should click on that CTA button. Every CTA should aim to offer value to your subscribers in exchange for their time and attention.
So, spend some time and answer these questions. After that, you can think about creating CTA.
When you think about a call-to-action, there are three aspects you need to consider to create an amazing CTA:
Placements of call-to-action
Design of call-to-action
Call-to-action copy
We will discuss guidelines and best practices for each of these three aspects in the following sections:
1. Designing call-to-action
Here are different ways you can make email CTA design stand out:
• Use hover or roll-over effect
A hover effect is a visual effect that highlights and can give subscribers a clear signal to see what’s clickable.
For example, when users move their cursor over a link button or CTA text, the hover effect results in color or style change of the element.
Source: Litmus
• Use bulletproof CTA buttons
Bulletproof CTA buttons are built with a code instead of an image. By only using code, the button will display in all email clients even when images are turned off, which is what makes them “bulletproof.”
Source: Litmus
• Use adequate color contrast
Your CTA button should be in alignment with the entire email color scheme. Bad or low color contrast can make email CTA difficult to read, creating a bad user experience. So, use high-contrasting colors to enhance the user’s experience.
Besides, using adequate color contrast helps make your email CTA accessible to every user. As per WCAG guidelines, you should maintain a color contrast of at least a 4.5:1 ratio.
2. Writing call-to-action copy
Your CTA copy should meet the following:
Deliver what you promised in your email copy.
Offer value in exchange for the user’s time and attention.
Clarify the action users should take.
So, let’s discuss how you can achieve this.
• Talk directly to your subscribers
Talking to your subscribers, instead of giving them a command, helps them connect with you and makes them click on that CTA button.
Here is an email call-to-action example that speaks directly to subscribers.
Source: Really Good Emails
• Use actionable verbs
Phrases like “Learn more” ,“Click here” don’t specify an action and cause friction in the conversion process. So, use actionable verbs that tell users what to expect when clicking the CTA button.
Here is an example of using powerful verbs that state the action and set expectations for the user.
Source: Really Good Emails
Here are some more effective email CTA examples with actionable verbs:
Buy now and get 15% off and free shipping.
Check out our spring collection.
Take this 5 minutes survey.
Unwrap your birthday gift coupon.
Save your spot.
Share your feedback.
• Create urgency to encourage action
People respond fast to deadlines due to fear of missing out. So, create a sense of urgency in your CTA copy to compel users to take action right away.
You can use a countdown timer to let users know about the deadline to propel them to take action as soon as possible.
Here are some more CTA examples that create urgency:
Start for just $1, today only.
Check out before 10 PM to get free shipping.
Holiday season: Book now to get 10% off.
3. Placement of call-to-action
CTA design and copy will yield best results if CTA is visible and placed in the most prominent position in your email.
So, where do you place it?
There is no right or wrong answer to this as it depends on your email layout, length of email copy, and number of CTAs in your email.
But here are some tips to help you with the placement of email CTA:
- If your email has multiple calls to action, like in a newsletter, then put them next to relevant content. Here is a CTA example by Zapier on using multiple CTAs and placing them.
- If there is a single email CTA, it should follow the hierarchical structure as users read through it, just like in the example below.
- You can put email CTA at the email’s beginning to create instant visibility among readers. The below example by Apple shows how to place email CTA at the email’s beginning.
Source: Really Good Emails
One other aspect of CTA placement is to make it look clutter-free and easy to locate. You can do this with adequate white space.
Use white space around the call to action in emails
Leave adequate white space around the CTA to make it easier for readers to locate and identify it. Proper white space will draw attention to CTA and create a clutter-free experience for the reader.
In the example below, Mailmodo has put CTA in the center with adequate white space around it.
Now that we have covered the basics of email CTA, it’s time to learn some best practices while you work on your email call-to-action.
100+ call-to-action examples to boost conversions
Here is a list of 100+ creative and actionable email calls to action to boost your email conversions.
| Industry | Email calls to action |
|---|---|
| E-commerce | Shop now and get 10% off on your first purchase. |
| Buy one, get one 50% off. | |
| Claim your discount code and save big. | |
| Get free shipping on your order today. | |
| Last chance to snag this sale! Shop now. | |
| Upgrade your wardrobe with our latest collection. | |
| Start shopping and earn rewards on every purchase. | |
| Subscribe to our newsletter. | |
| Limited stock available! Shop now. | |
| Treat yourself to something new today. | |
| Education | Enroll now and get a free trial to our course. |
| Learn new skills and improve your career prospects. | |
| Access our library of courses for just $9.99 a month. | |
| Claim your free e-book on career development today. | |
| Join our community of 10K+ learners. | |
| Unlock your potential with our online courses. | |
| Improve your skills from the comfort of your home. | |
| Get certified in your field and boost your resume. | |
| Don't wait to start learning. Enroll today! | |
| Expand your knowledge with our diverse course offerings. | |
| Real Estate | Find your dream home with our personalized search. |
| Book a virtual tour and see your next home today. | |
| Get pre-approved for a mortgage and secure your dream home. | |
| Partner with us and sell your property for the best price. | |
| Let us help you find the perfect rental property. | |
| Get expert advice on the real estate market and investments. | |
| Save time and let us do the house hunting for you. | |
| Book a consultation with our real estate experts today. | |
| Get exclusive access to off-market properties. | |
| Invest in your future with our real estate services. | |
| Travel | Book your next adventure today and get 20% off. |
| Discover new destinations and create lifelong memories. | |
| Book now and pay later. | |
| Plan your dream vacation with our travel experts. | |
| Get insider access to local experiences and hidden gems. | |
| Unlock exclusive deals on hotels, flights, and more. | |
| Customize your itinerary and travel at your own pace. | |
| Make the most of your trip with our curated guides. | |
| Get the best travel tips and recommendations. | |
| Travel smarter with our travel planning services. | |
| Healthcare | Book your appointment today and prioritize your health. |
| Get medical advice from the comfort of your home. | |
| Get personalized care and treatment from our experts. | |
| Invest in your well-being and join our wellness program. | |
| Get access to a wide range of healthcare services. | |
| Let us help you manage your health with our patient portal. | |
| Get regular check-ups and stay on top of your health. | |
| Find relief from pain and discomfort. | |
| Get the support you need for your mental health. | |
| Get the care you deserve | |
| Finance | Invest in your future today. |
| Open a savings account and start earning interest. | |
| Get a free credit report and monitor your credit score. | |
| Let us help you plan for retirement. | |
| Apply for a loan and get quick approval. | |
| Get expert advice on managing your finances. | |
| Protect your assets with our insurance products. | |
| Start building your wealth today. | |
| Invest in stocks and grow your portfolio. | |
| Let us help you achieve your financial goals. | |
| Food | Order now and get free delivery. |
| Try our new menu items and taste the difference. | |
| Get exclusive discounts when you order through our app. | |
| Cater your next event with our delicious offerings. | |
| Join our loyalty program and earn rewards on every purchase. | |
| Let us do the cooking tonight. Order takeout or delivery. | |
| Get the freshest ingredients delivered to your doorstep. | |
| Try our meal kits and cook restaurant-quality meals at home. | |
| Get healthy meal options without sacrificing taste. | |
| Support local businesses and order from us today. | |
| Beauty | Get ready to glow! Shop our beauty products now. |
| Treat yourself to a spa day and unwind. | |
| Get personalized skincare recommendations from our experts. | |
| Join our subscription service. | |
| Upgrade your makeup collection with our latest arrivals. | |
| Get a free sample with every purchase. | |
| Let us help you find the perfect shade for your skin tone. | |
| Discover the latest beauty trends and tips. | |
| Book a makeup tutorial and learn new techniques. | |
| Invest in yourself and feel confident with our beauty products. | |
| Automotive | Upgrade your ride with our latest models. |
| Schedule a test drive and experience the difference. | |
| Get your car serviced and back on the road in no time. | |
| Trade in your old car and get a great deal on a new one. | |
| Let us help you find the perfect car for your needs. | |
| Get expert advice on car maintenance and repairs. | |
| Customize your car and make it truly yours. | |
| Get exclusive offers on our inventory. | |
| Let us help you finance your car purchase. | |
| Drive with confidence knowing your car is in top shape. | |
| Fitness | Join our gym and get in the best shape of your life. |
| Try our fitness classes and find your favorite workout. | |
| Get a personalized workout plan from our trainers. | |
| Join our fitness challenge and win prizes. | |
| Let us help you achieve your fitness goals. | |
| Get expert advice on nutrition and wellness. | |
| Take your fitness to the next level with our equipment. | |
| Join our community of fitness enthusiasts. | |
| Get a free trial and see the results for yourself. | |
| Invest in your health and join our gym today. | |
| Technology | Upgrade your tech game with our latest products. |
| Get expert advice on tech solutions for your business. | |
| Let us help you with tech support and repairs. | |
| Join our loyalty program and earn rewards |
Email call-to-action best practices
Here are the best practices you should follow while working on email call-to-action.
Be clear and direct, so there is no ambiguity around what action your user should take.
Create excitement in your email CTA to persuade users to enjoy the benefits now.
Optimize CTA for mobile, desktop, tablet, and other screen sizes and devices.
Optimize your email CTA through A/B testing.
Don’t forget to make your email CTA accessible for every user. To know how to do that, read our guide on email accessibility.
Optimize CTA button for dark mode.
Connect your CTA to your email content and the destination. For example, don’t make the user click on “Signup now to save $15” and lead them to your homepage. Instead, direct them to a landing page with a form that provides instant gratification.
Conclusion
Email CTA is fundamental to the success of your email campaigns as it helps improve email metrics like conversion rate and clicks. But to do that, you must follow email CTA best practices and aim to create compelling, engaging, and valuable calls to action.
Connect with your subscribers, lead them toward the end action, and clearly define what action they should discuss. The more clear and more personal your CTA is, the more subscribers will take action.
