When working with an email template, it’s crucial to keep in mind every element: subject line, preheader, overall design, size of images, and fonts. A call to action (CTA) is one of the most important elements you should focus on to improve your email marketing performance.

Read this article to discover some tips on using calls to action and see best practices from well-known brands.

1. Use strong command verbs

When choosing the verb for your CTA copy, focus on the desired action. The verbs you use should provide direction and guidance to your subscribers. Be as clear and concise as possible.

Take a look at the example below from Noun Gazette. The company uses action verbs combined with first-person text.

strong verbs copywriting

2. Make sure your CTA is responsive

50% of emails are now opened on mobile devices. So, we recommend you check and double check that your CTA scales well on all screen sizes.

Below is a pre-Valentine’s Day message from Grammarly. Their CTA displays properly on both desktop and smartphone screens.

responsive CTA

3. Make your CTA personal

It is reported that email personalization boosts conversion rate by an average of 10% and CTR by 14%. Moreover, statistics show that CTAs with the text targeted to the user have 42% more clicks compared to general CTAs.

targeted cta vs untargeted

To personalize your call to action, use segmentation results based on the data you’ve collected on your subscribers. It can be product browsing history, data from your CRM system, or past orders.

Armani Exchange segments subscribers by gender. Below you can see their CTA appealing to their male audience.

Targeted CTA

4. Be creative

Experiment with your CTA copy. Try to make it longer or more detailed than usual. Take a look at the non-standard CTAs from Uncommon Goods.

Creative copywriting CTA

5. Make your CTA stand out

This advice might sound obvious, but people tend to forget it. To grab attention to your call to action, use bright colors, or try to play to the contrast of surrounding images or text.

In the example below, Tunnel Bear uses a contrasting CTA button with extra white space around it to create a visual break and make it even more eye-catching.

CTA stands out

6. Use CTA buttons

A call to action button instead of a text link is 28% more effective. Make sure you follow the fat-finger rule: place the CTA button front and center and maintain a minimum tappable area of 44 x 44 pixels.

7. Avoid using too many CTAs

It usually takes from 3 to 15 seconds to scan an email. In this short amount of time, you should pique the interest of your subscribers and get them to click your CTA button, so any other details should be kept out of the way. Moreover, it is recommended to include one main CTA button per email, and use a P.S. as an additional call to action.

Look at the email from MAC below. There is only one CTA button that is clearly visible thanks to the hierarchy and absence of unnecessary information.

single CTA

8. Create urgency

Including a sense of urgency in your call to action increases the chances of a positive purchase decision. Even just adding the word “now” brings in some urgency.

Marketers from Loft empower their subscribers to act by using the acronym ASAP.

CTA with a sense of urgency

9. Test your CTAs

There’s no ultimate template that works best for all emails. So, experiment and test variations: change the color, copy, try another placement or style. You can find out how to carry out an A/B test in our Knowledge Base.

We hope these easy tips will help you push your email marketing results to another level. Send your emails with SendPulse — we will take care of automation!

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