The call to action is the most important element in any email campaign. It tells your readers what to do next and drives them from inbox to website. Without a clear CTA, even a well-written email leaves subscribers with nowhere to go.
Here are 7 ways to get more out of your CTAs:
Use buttons, not hyperlinked text. A button stands out on the page. Hyperlinked text blends in. If you want readers to notice your CTA, give it a shape they can see.
Use action-oriented copy. Your CTA should tell subscribers exactly what to do. Strong verbs work best, try words like 'try', 'get', 'claim', or 'experience' to prompt action rather than passive reading.
Keep the copy short. Two or three words is enough. 'Buy now', 'Shop the sale', 'Get this deal', there is no need for a full sentence. Short copy is easier to read and harder to ignore.
Make it bold. Use bright, contrasting colours so the button stands out from the rest of your email. If your CTA blends into the background, readers will scroll past it.
Place your first CTA above the fold. Do not make subscribers scroll before they know what you want them to do. Put your primary CTA where it is visible without scrolling, so engagement does not drop off before they get there.
Create a sense of urgency. Words like 'now', 'today', and 'ends midnight' push readers to act rather than saving it for later. Urgency does not have to mean pressure, it just gives people a reason to click now rather than never.
Send them to the right place. Once someone clicks, where do they land? A generic homepage wastes the click. Send subscribers to a landing page that matches the CTA they clicked, whether that is a product page, a sign-up form, or a checkout.
Always test your buttons before sending. Check that they display correctly on desktop and mobile, and confirm each link goes to the right destination. If you are unsure which CTA style will perform best with your audience, run an A/B test to find out.
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Frequently asked questions
- Should I use a button or hyperlinked text for my email CTA?
- Use a button. Buttons are more visible than hyperlinked text and are easier to tap on mobile. They draw the reader's eye and make the intended action clear at a glance.
- How long should an email CTA be?
- Two to three words is the sweet spot. Short phrases like 'Shop now', 'Get this deal', or 'Claim your offer' are direct and easy to act on. Longer copy dilutes the message.
- Where should I place my CTA in an email?
- Put your primary CTA above the fold so subscribers see it without scrolling. This reduces drop-off and makes the action immediately clear, even for readers who skim.
- How do I know which CTA works best for my audience?
- Run an A/B test. Test different button colours, copy, or placement against a portion of your list and let the results guide your final send. TouchBasePro's platform supports A/B testing across email campaigns.