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June 17, 2020

Email Call to Action Best Practices

One of the most important components in email marketing is the call to action. The goal of all email marketing campaigns is to convince customers to buy your products. Can achieve this goal with a clear and compelling email call to action in your newsletters. It's really important to guide your visitors through the buying journey using strategic CTAs.

What is a call to action (CTA) in an email?

An email marketing call to action is a button or hyperlink line of text that directs a user to a website of a brand’s choosing. In marketing, CTAs help a business convert a visitor or reader into a lead for the sales team.


Why is a call to action important?

CTAs are relevant because they encourage your audience to take action on a marketing campaign. These simple, yet powerful, buttons are what separate the good emails from the great ones. The goal of any marketing campaign is to guide your audience in the buyer's journey so they eventually make a purchase.

An email should include at least one CTA to drive some kind of interactivity. While these buttons are necessary, they’re not always the easiest of elements to set. If you’re looking to maximize your email conversion potential, make sure you follow these call-to-action best practices.

1) Choose the Right Placement

There is a lot of debate on the best place to put a call to action in an email. The most effective email call to action buttons is located above the fold in a prominent location. Also placing the call to action at the bottom of an email makes the most sense.

Both of these are correct, so, to figure out which one is right for your email. If your offer requires some explanation, put the call to action at the end of the email. 

2) Make an Exclusive Promotional Offer

Most people subscribe to emails to receive promotional offers, which is why they’re a great addition to any CTA. The concept of offering a special discount to make a purchase is one of the best ways to attract customers. By doing so your subscribers feel valued and also can catch the attention of non-subscribers.

3) Countdown Clock

Nothing like a ticking timer to make someone want to take action. A pop-up CTA with a "limited time offer, for new visitors is a great way to start their buyers' journey. Limiting the time someone has to fill out a form makes people want to fill it out and claim their offer while they can. This creates a sense of urgency to drive immediate action and also provides transparency. 

4) Test your CTA

A small change in your call to action can make a big difference. You can run an A/B test with multiple variants of your CTA to help measure the effectiveness of different designs and text. You can test various aspects of your call to action and let your audience’s response decide what’s best.

5) Design

 It’s important to put CTA into a visually stunning design. Few points should keep in mind while you design CTA

1)The font should be bold, clear, and parallel to the fonts used in the rest of the email.

2)Consider placing a thick

3)Use contrasting colours so that the element stands out and grabs attention.

Wrap up

A properly designed and placed CTA can be the key to pushing your recipient over the fence to action. The type of CTA you use will differ, but this wide variety of CTA options and categories can help give your marketing team the insights it needs to create a CTA button that drives results.