Seven tips for writing effective email CTAs

Executive overview

Most email CTAs fail because they compete for attention or blend into the layout. One focused, well-placed CTA dramatically outperforms scattered alternatives. A single CTA can increase clicks by 371% and sales by 1,617%.

One clear CTA, built to stand out, is the highest-leverage element in any marketing email.

The seven tips

1. Stick to one CTA. A single CTA consistently outperforms multiple options.
2. Repeat the CTA in long emails. Place it in the middle and at the end — don't make readers scroll back.
3. Use whitespace. Most email is read on mobile; whitespace lets your CTA breathe and stand out.
4. Use a contrasting colour. If multiple buttons appear, keep them a consistent colour throughout.
5. Use a button, not a hyperlink. Buttons draw more attention and get more clicks.
6. Keep it short; start with a verb. Action words (click, download, join, get) paired with brevity drive higher response.
7. Test. Best practices are based on other audiences — gather your own data.