The call to action (CTA) is one of the most important parts of any email campaign. Without one, subscribers have no clear next step, and most will do nothing.
Below are 30 CTAs grouped by goal. Pick what fits your campaign and adjust the copy to match your brand voice.
CTAs that encourage a purchase
- Shop now
- Shop our Autumn collection
- Shop now. Get 50% off.
- Shop our best sellers
- Act now
- Save today
- Buy now. Pay later.
CTAs for content
- Learn more
- Read more
- Curious? Read on.
- Download the eBook
- Download now
CTAs for service-based businesses
- Book your next appointment
- Start your free trial
- Upgrade now
- Yes! I want a free upgrade.
- Make me a VIP
- Sign up and save
Result-focused CTAs
- Find out how
- Start today
- See how your business benefits
- Get results now
- Start now. Get results.
CTAs for social media
- Follow us
- Stay connected on social
- Like us on Facebook
CTAs for video
- Watch now
- See the video
- Hear her story
Once you have your CTA sorted, the next step is placing it well. Read our 5 tips on how to use CTAs effectively in email campaigns for practical guidance on positioning, frequency, and design.
Frequently asked questions
- What is a call to action in an email campaign?
- A call to action (CTA) is a short phrase that tells the reader what to do next, for example, 'Shop now', 'Download the eBook', or 'Start your free trial'. Without a clear CTA, subscribers are unlikely to take any action after reading your email.
- How many CTAs should I include in a single email?
- One primary CTA is usually enough. If you need a secondary option, keep it visually smaller so readers know which action matters most. Too many CTAs split attention and tend to reduce overall clicks.
- Can I use the same CTA in email and on social media or ads?
- Yes. Phrases like 'Shop now', 'Learn more', and 'Download now' work across email, social ads, and display campaigns. Just make sure the landing page you link to matches what the CTA promises.