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How to write an effective call to action in your emails

27 July, 2023 · 5 min read·Email newsletters
How to write an effective call to action in your emails
Learn the essentials of creating compelling calls to action that drive your email recipients to take action. Discover the secrets to crafting effective CTAs that convert subscribers into leads and customers.

Are your email campaigns failing to drive conversions? Perhaps it's time to take a closer look at your call to action (CTA). A strong email CTA can make all the difference in prompting readers to take action, whether that's clicking a link, signing up for a newsletter, or making a purchase. In this blog post, we'll cover how to write an effective email CTA that will drive conversions for your business.

Before we dive in, it's important to understand what a CTA is and why it's crucial for driving email engagement. A CTA is a prompt that encourages the reader to take a specific action, such as making a purchase or downloading a resource. Without a clear CTA, readers may not know what action to take, resulting in missed opportunities for engagement. When CTAs are well-written and strategically placed, they can boost click-through rates and ultimately drive conversions for your business.

To write an effective email CTA, it's essential to understand your audience. The more you know about your target audience, the better you can craft a message that resonates with them. By identifying their pain points and understanding their needs, you can create a CTA that addresses their specific pain points. With this in mind, let's dive into our tips for writing a strong email CTA that will engage your audience and drive results.


Crafting an effective email call to action is crucial for businesses to achieve their desired objectives. A call to action (CTA) is a statement that encourages the readers to take a specific action after reading the email. It could be asking them to click on a link, sign up for a newsletter, or buy a product. A well-crafted CTA can make a significant difference in increasing the conversion rates and improving the effectiveness of an email campaign.

Importance of Crafting Effective Email CTAs

Email marketing is one of the cost-effective ways to reach out to target audiences and build connections with customers. However, without a compelling CTA, an email can lose its impact and fail to drive the desired action. Therefore, crafting effective email CTAs can help businesses achieve their marketing goals, such as generating leads, increasing sales, or improving website traffic.

Definition of Call to Action

A call to action is a phrase or button that encourages the readers to take a particular action. It is usually placed at the end of an email or sometimes within the body of an email. It serves as a guide or direction to the readers, letting them know what the sender wants them to do. Hence, the wording and placement of a CTA can significantly influence the readers' response to an email.

Importance of Optimizing for Email CTAs

Optimizing email CTAs can help businesses stand out in a crowded inbox and attract the readers' attention. With numerous emails arriving in a recipient's inbox every day, they spend only a few seconds to decide whether to read an email or not. Therefore, creating effective CTAs can make a considerable difference in how the recipients perceive the email and their likelihood of taking the desired action.

Understand Your Audience

To write an effective email call to action, it is important to understand your audience. You need to know who they are, what motivates them, and the challenges they face. This will allow you to craft a message that resonates with them and provides a solution to their problems.

Know Your Target Audience

To understand your audience, you need to know who they are. This includes demographic information such as age, gender, location, and occupation. You should also consider psychographic information such as interests, values, and attitudes. This information will help you create targeted messages that resonate with your audience.

Identify Their Pain Points

Once you understand your audience, you need to identify their pain points. These are the challenges, problems, or issues that your target audience faces. By addressing these pain points, you can position your product or service as a solution. This will make it more likely that your audience will take action when they see your call to action.

Craft a Message that Resonates with Them

Based on your understanding of your audience and their pain points, you can start crafting a message that resonates with them. Your message should be clear, concise, and focused on the benefits of your product or service. Be sure to use language that your audience understands and relates to. By speaking directly to your audience and addressing their pain points, you can increase the effectiveness of your call to action.

Keep it Simple and Clear

When it comes to crafting an effective call to action (CTA) in your email, less is more. The reader should be able to understand the message and what they need to do quickly and easily. Here are some tips to keep your CTA simple and clear:

Use Action-Oriented Language

Using action-oriented language in your CTA will not only make it clear but also encourage the reader to take action. Strong verbs such as "download," "sign up," or "subscribe" can prompt the reader to take action. It is also important to keep the language consistent throughout the email.

Keep the CTA Copy Crisp and Concise

The CTA should be straightforward, and the copy should be concise. Ensure that you keep the message short and use as few words as possible. You can also use numbers or statistics when appropriate to emphasize the urgency or importance of the action.

Guide the Reader with Strong Verbs

When crafting the CTA, the choice of verbs is critical. Use verbs that encourage action and offer guidance to the reader. Popular verbs like "discover," "explore," or "learn" can help guide the reader to take the desired action.

Summarize Your Message

Summarize your message briefly before the CTA. If a reader is in a hurry or doesn't have time to read the whole email, the summary should give enough information to encourage an action. Make it crisp, clear, and concise. Users want quick access to the information they need, so your message should be easy to read and absorb.

A well-crafted CTA in your email can be the difference between a successful email marketing campaign and a total dud. The audience should be able to understand what they are supposed to do, and the CTA should be easy to find. So, keep it simple, clear, and crisp. Use action-oriented language and strong verbs to encourage the reader to take action quickly. Finally, summarize your message for a quick touchpoint for users who skim emails.

Placement of CTAs

Once you have crafted your message and honed in on your target audience, the next crucial step is to strategically place your CTAs within the email. Here are some tips to keep in mind:

Place CTAs strategically within the email

The placement of CTAs within an email plays a significant role in their effectiveness. Make sure that the CTA is clearly visible to the reader and placed in an area where readers can easily find it. Typically, the best locations are above the fold, at the end of the email, or in a prominent position within the body of the email.

Highlight the CTA to make it stand out

Make sure that your CTA stands out from the rest of the email by using bold font, larger font size, or contrasting colors. This draws the reader’s attention to the CTA and makes it clear what action you want the reader to take.

Use multiple CTAs in an email

Using multiple CTAs in an email can increase the likelihood that the reader will interact with at least one of the calls to action. But, make sure to keep them relevant to the overarching message and avoid overwhelming the reader with too many options.

Guide the reader with strong verbs

Use actionable language and strong verbs in your CTAs. Verbs like “register,” “download,” “subscribe,” and “visit” are clear and give the reader a sense of direction on what to do next. Use words that create a sense of urgency and importance to motivate the reader to take action.

Keeping these placement tips in mind will help to maximize the effectiveness of your CTAs and increase the chances of your readers clicking through to your intended destination.

Make it Visually Appealing

When it comes to writing effective email call to actions, visual appeal plays a significant role. Your subscribers are more likely to be attracted to an email that is visually appealing, eye-catching, and well-designed. In this section, we are going to discuss what you should do to make your CTAs visually appealing.

Use Contrasting Colors for the CTA Button

Color contrast is one of the most effective ways to make your call to action button stand out. Choosing two contrasting colors, one for the text and the other for the background of the button, can attract more clicks. However, make sure the color you choose aligns with your brand guidelines.

Be Consistent in Design Throughout the Email

Consistency in designs, such as font sizes and colors, communicates a sense of professionalism. Ensure your font style, color, size, and other design elements remain constant throughout the email. Consistency is essential as it creates recognition and reinforces your brand.

Consider the Use of Images to Highlight the CTA

Images or graphics can be useful tools in emphasizing your CTA. Including relevant images, gifs, or videos, is an effective way to capture your subscribers' attention and make them act. Ensure the images you use are of high quality, and they complement the text.

Make Use of White Space

White space is the area surrounding design elements in your email. It plays an essential role in improving the readability and understanding of your CTA. Use sufficient white space around your call to action button to differentiate it from the rest of the email.

In conclusion, visually appealing emails are more likely to grab your subscriber's attention and increase the chances of them clicking your call to action. Ensure you use contrasting colors, maintain design consistency, use relevant images, and make use of white space to make your CTA visually appealing. These tips will help you craft an effective call to action that drives your subscribers to take action.

Test and Measure

Once you have crafted a compelling email call to action, it's crucial to test it and measure its success. Testing and optimizing your CTAs can help increase conversions and engagement rates. Here are some tips on how to test and measure your email CTAs:

A/B Test Placement and Call to Actions

A/B testing is a valuable tool for optimizing your CTAs. It involves creating two versions of an email with different CTAs and sending them to separate groups of subscribers. This allows you to compare results and determine which email performed better. You can test different variables such as placement, copy, design, and color.

Optimize CTAs Based on Audience Responses

Based on the feedback and analytics gathered from A/B testing, you can optimize your CTAs based on audience responses. For example, if you find that subscribers are more likely to click on a CTA that's placed at the top of an email rather than at the bottom, optimize your future emails accordingly.

Use Analytics to Measure Success

Using analytics is an essential part of measuring the success of your email CTAs. Analytics can help you track click-through rates, conversion rates, and engagement rates. You can use this data to refine your CTAs over time and continually improve the performance of your emails.

Final Thoughts

Crafting a compelling email call to action requires effort, creativity, and a deep understanding of your audience. By testing and measuring your CTAs, you can optimize the performance of your emails and achieve your marketing goals. Remember to continue testing and refining your emails to keep your audience engaged and interested.

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