Everything You Need to Know About Email Call to Action Words

If you’re satisfied with your open rate but people aren’t converting or clicking over to your landing pages, your email CTAs could probably use some work.

Imagine your email campaign is a movie. Your subject line and preview text would be the trailer, your body copy the rising action, and your CTA the climax where everything finally comes together.

Just like a movie, the climax of your email should be interesting, creative, and attention-grabbing to inspire your readers.

In this post, we’ll go over the basics of creating an email CTA with some best practices, mistakes to avoid, and examples to get it right.

What are email calls to action and why are they important?

Your email CTAs tell your subscribers what you want them to do after reading your email. They link to places outside of your email campaign, such as a specific landing page.

Think of your goal for the email campaign. Do you want people to:

  • RSVP to an event?
  • Purchase a product?
  • Read a blog post?
  • Listen to a podcast?
  • Watch a video?
  • Donate?

Your CTA literally links your email campaign to the place where your subscribers will complete an action.

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CTAs are relevant because they drive the ROI behind your email marketing. Thirty percent of marketers say that email has the highest ROI of all tactics. To make it work for your organization, you’ll need an effective CTA strategy to drive conversions and website traffic.

Which is better for email CTAs: links or buttons?

When you write email CTAs, you’ll have to decide if you want to use hyperlinks or buttons.

At Campaign Monitor, we’ve found that buttons deliver a 28% better click-through rate than traditional hyperlinks.

For starters, buttons are easier to spot than standard hyperlinks because buttons are usually designed with bright colors.

Plus, CTA buttons lend well to the idea that online readers scan—they don’t read every word on a page. Headings are essential for guiding scanning eyes down a page, and CTA buttons are like headings on steroids.

We’ve also found that fewer links aren’t always better. Sometimes, you’ll want to give subscribers a few options—remember that not every subscriber will be ready to take action right away.

Notice that, when links go up, clicks also go up:

Take each campaign into consideration. It’s a smart idea to use a single CTA button for your #1 goal and include a few hyperlinks throughout the body copy as extra choices.

8 best practices for email CTA buttons

Your email CTAs have a big job to do getting people to navigate out of your campaign. There’s a lot of pressure to get them exactly right. Follow these tips to make the most of every CTA in every email you send.  Best database provider | Whatsapp number lists

1. Choose the right colors in your email calls to action.

Color choice is critical with your CTAs—whether you use hyperlinks or buttons. Contrasting colors grab attention and let people know they can tap the button.

Nielsen Norman Group found that minimalism isn’t the best choice here. “Ghost buttons” that blend into the background color or image confuse readers. Here’s what a ghost button looks like. We found A LOT of them while researching this article.

That’s a ghost button.

Instead, choose a color that contrasts with your image Hungary WhatsApp Number List or background. Look how Indiegogo uses a bright pink button to go with every link:

2. Make sure it’s easy to tap or click.

Keep in mind that over half of all emails are opened on mobile devices.

In many cases (14% to 52% depending on age group), a subscriber might first open an email on their phone but wait until they’re on a laptop to complete the action.

Your CTA button or link must be large and easy to tap with a thumb if someone is holding a phone in one hand.

Nike used a large CTA button in black, which stands out nicely against the white background. Note how it’s aligned to the left. That makes it easy for someone to tap with a thumb if they’re holding their phone with one hand.  Best database provider | Whatsapp number lists

3. Don’t be vague in your email calls to action.

Subscribers need to feel confident with your CTA before they’ll feel comfortable enough to click.

Research has found that phrases like “get started” and “learn more” don’t work well because they’re too vague and serve as common clickbait button copy. “Get started” with what? Downloading a report? RSVPing to an event? Creating an account?

Instead, use clear action verbs in first-person that help subscribers visualize themselves completing an action and reaping the benefits. Phrases like “I want to save money now” or “reserve my seat” both build urgency, tout benefits, and give ownership.

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