How to Craft an Irresistible Email Call-to-Action (+ Examples)

/ June 3, 2019 | 9 Mins Read

How to Craft an Irresistible Email Call-to-Action (+ Examples)

If you want your emails to stand-out in your reader’s stuffed inbox, you need to design email calls-to-action (CTAs) that force readers to take action rapidly—and that’s a tricky thing to do. Here is the in-depth detail to create a perfect CTA for you to break through the noise.

Read more. Click here. Shop Now.

None of these common calls -to -action phrases get you the desired click-through rate work because your subscribers have seen them so often and they’re more knowledgeable.

One of the main reasons why traditional email CTAs are not converting is they’re not persuasive and lack a sense of urgency.

If you want your emails to get high CTR, then you need to create high converting email CTAs that drive readers to take immediate action.

Writing email CTA that compel readers to take action isn’t an easy task. Also, there is a fine line between developing a sense of urgency and being pushy.

This in-depth article will show exactly how to create the perfect call to action for your email with some examples.

1. What is Email Call to Action?

A call-to-action, or CTA, is an element that is included in any marketing material such as email, blog post, or sign up form used to drive readers to take a specific action.

A CTA is literally a call to take an action and can be a line of text, button, or image which urge the visitors, leads, and customers to take immediate action.

The action you want the users to take can: downloading a software, attending an event, making a purchase, or getting a discount. Depending on the context of your content, a CTA can be placed at the end of an article, in an Ebook, in an email, or even at the top of your page.

Recommended: How to Create a Successful Social Media Call-to-Action

When a reader has a better idea who you are, what you offer, and what’s in for them, they will likely to click the CTA button.

This action means that your content worth their time and effort. So it’s a good sign of trust.

It is the first step toward a strong relationship between you and your readers.

Here are some call to actions for emails from different websites:




2. Why Are Email Calls-To-Action Different?

When you create a sign-up form or blog post, there is a room for creativity to use different elements that influence your readers to take action.

When it comes at email CTA, you have a limited space to work with and a few seconds to convince your readers to take action.

Every word in your email counts, from the subject line to the PS in some way is part of your CTA.

Don’t take a CTA as a single element that can drive people to take action with words like:

Add to Cart, Join Now, Read more.

These words are important, but without the right elements that come with, it doesn’t stand a chance on its own.

Being limited in space is not necessarily a bad thing because it forces you to craft a compelling email copy that drives people to action.

3. Why They’re Important For Your Email Marketing?

A. CTAs move buyer to the next phase.

The email CTA goes hand in hand with the sales funnel. It moves your customers smoothly through the buyer’s phases.

Whether you want readers to read your latest article, download a free incentive, or attend an event, your CTA must be well-placed in the content and what benefits your readers will get after taking that action.

If you make it easier for your readers, you will get a higher click-through rate and better user experience. Never let your subscribers wonder what to do next after they read your email content.

Make it clear in that email that you want them to take the next step with a well designed CTA in a way that highlights the benefits.

For example, you better use “Reserve Your Seat Now” instead of “ Click Here”

“Learn How To Make Promotional Video” instead of “Download Now” ....etc.

B. Your Customers Expect It.

Not only your email CTA is important to motivate your sale funnel, but also your customers want it and expect it at the end of the email.

The fact they’ve invested time and effort to read your email content, there will likely to want more information about your products, services, and brand.

If you conceal your email CTA or not make it clear enough, it will make your readers confused and not sure what to do next.

This mistake can hurt your marketing effort and seal your chances of potential conversion.

Your CTA has to be clear to your subscribers at the end of each email because the majority of people depend on that element to take the next step.

C. CTA Boosts Your Marketing Efforts.

There’s just one minor issue. A flimsy CTA can compromise everything that you worked so hard to achieve with your marketing efforts.

Digital marketing is all about spreading the word about your products and services, grabbing the attention of your target audience, and encouraging them to buy.

Your CTA is a crucial element that makes your email copy more persuasive and compelling.

If your email content doesn’t have a compelling CTAs, your marketing will lack the power it needs. Also, your message won’t drive your customers through your sales funnel.

The first impression is critical in marketing to capture the attention of your audience and there is no room for mistakes.

A misplaced or poorly designed CTA can compromise everything you worked hard for and can lead customers to pass over your you in favor of your competitors.

4. The 3 Building Blocks of High-Converting Email CTA

A. Copy

The words and phrases (or copy)on your email CTAs are what drive your readers to take action

You have to be careful with your CTA because the words you use ultimately to convince your readers to take action.

It’s easy to ignore your CTA is you use words like “Submit” or “Click Here”. Even if your subscribers have only skimmed your email content, you must create a stealer value proposition if you want people to click-through.

Here are some ideas to write a killer email CTA copy.

a. Be Specific

Whenever a reader comes to your emails, they constantly asking “what is in for me”? if you don’t give them a specific answer to that question, they won’t click on your CTA.

When you’re specific about the value you want to offer, your readers feel comfortable taking that action.


For example, if you’re offering a free incentive about public speaking, the words “Get it Here” or “Download Now” won’t generate a good CTR because these phrases are general and no longer effective.

On the other hand, “Download Your Public Speaking eBook” sounds compelling because of it's specific, actionable and tells the readers what they’re getting.



b. Use Urgency

For most of us, time can be the thing that either drives us to make a decision immediately or to push it later and that later never comes.

Your customers are the same way.

You can overcome that hesitation to pull the trigger by making your offer time sensitive.

Adding a sense of urgency in your email copy can forces your readers click your CTA, engage with your content, and ultimately purchase what you’ve got to offer.

To apply this in your email CTA, you have to put your prospects in a position to act by a certain date or the offer will no longer be available.

Also, you can create urgency with limited quantity, one time offer, or free bonus for the first 10 clients.


Always remember that urgency relies on importance. In order for your email CTA to convert better, your offer has be relevant and compelling to your audience.

c. Focus On The Benefits

While there are no specific rules when it comes to the length of your CTA, the best thing you can do is to make it short, compelling, and persuasive.

Also, your email CTA has to explain briefly the value to your customers, rather than pushing them to click.


For example, let’s say you want to promote a program that teaches people how to build an online business.

It’s bad to write something like “ Build Your Online Empire Now”.

While this copy represents clearly your offers, it’s weak, lacks any excitement, and sounds pushy.

You can get a higher CTA click-through rate if you write something like” Make Your Website Stand Out In A Crowd Of Competitors”, “Turn Casual Browsers Into Loyal Customers”, or “ Bloom Your Online Visibility


In addition, when a reader gets to your CTA,  your email copy should switch your subscribers from a “reading mood“ to an “acting mood”. it’s time to take the next step.

B. Design

a. Use Contrasting Colors

If you understand how does color influence consumer behavior, you will be miles ahead from your competitors.

While colors choice matters a lot in CTA buttons, there is no particular one that converts more.

Generally, red and green color buttons are reported to convert more, but it will completely depend on your email page design.

Ensure to select a color that stands out from the rest of your email content and grab the attention of the users.

Also, make sure the button color is not clashing with the background and text colors.

For example, if you choose the blue as a background color, a black or green could be the best colors for your email CTA button to make it stand out.


b. Make it like a Button

Internet users have been clicking buttons on the web for years. When people are getting used to something, they intuitively know how to use it.

Avoid the temptation to get too fancy about your button design and leave no confusion in the reader's mind so they know it’s a button they can click on.

Also, make it big enough to be found quickly and make a quick eye test to judge if it’s easy to find the button enough.


c. Don’t Fear Dead Space

Adding some dead space around your CTA button can significantly increase click-through rate, especially if you separate it from other elements which make the CTA stand out and grabs the reader’s attention.


Always be careful when using whitespace in your around your CTA. When the email elements are too spaced out, readers may feel they aren’t connected.

Put yourself in your subscriber's shoes and use your best judgment to ensure your CTA stand out and make the readers feel the elements connected.



C. Positioning

In the first two sections, you’ve learned some best practices for button copy and button design. While both elements are crucial elements for CTAs, they won’t get you a good click-through rate without another crucial element: button positioning.

There is a lot of conflicting advice among marketers where email CTA should be placed. With many people reading emails on different devices and screen sizes, it can be hard to find a rule to follow

The truth is there no single practice that works for everyone. You can place your call to action anywhere in your email and expect a good CTR. You can use a huge button, above the fold, below the fold, a text link, an image, or video.

If this seems confusing and overwhelming, the best location to start with is above the fold in a distinct area.

Whether subscribers are reading your emails on a desktop, laptop, or mobile screen, it’s easy for them to see your CTA above the fold.

This position works well because it gives your readers to go through your copy; have a look at your offer, and how they will help them, you are more likely to gain their trust and attention.

Another important signal thatshows where should you place your email CTA is the context of your offer.

According to Campaign Monitor, the CTA placement is relative to the complexity of the offer


This small graph means:

  • If your offer is short and easy to understand like new content, coming event, or a bonus, then positioning the CTA close to the top can increase conversion. It won’t be necessary for readers to read a long paragraph to convince to read.
  • However, if your subscribers are not yet ready to take on your offer and have to read the entire email copy to remove any objections related to a new product or service, then a CTA above the fold is the right choice.

Wrap Up:

I know that writing CTAs for your emails can be tricky, but not impossible if you follow the tactics and examples in this article.

Tools, such as Canva and ButtonOptimizer, make it easy for you to well designed CTAs button that works for all devices.

Whenever you plan to create a CTA for your email campaigns, always remember the following aspects:

  • Copy
  • Design
  • Positioning

These are the building blocks that make your email marketing efforts more effective.

Also, you can test different button colors, fonts, and text options to select the one that converts best.

BELABBES Ibrahim is a freelance writer who offers blogging and ghostwriting services. He works closely with B2B and B2C businesses providing digital marketing content that gains social media attention and increases their search engine visibility at Digital Marketing Junkey .

Investing In Online Reputation Management Provide High Returns

Businesses that invest in ORM or Online Reputation Management...

4 mins read

Tweak These 6 User interfaces (UI) Elements for Higher Conversions

I've designed a lot of websites since the days...

5 mins read