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How to write a CTA that will actually be clicked on
3 min read

How to write a CTA that will actually be clicked on

A powerful email CTA should be short and concise. There is no need to write a whole book when all you need is a single sentence or phrase.


Very few things will contribute to the overall success of your email campaigns as a well thought out email CTA. But, there are many factors to consider when writing and implementing a call to action. Even things that may seem less trivial, such as the colors you use or whether to use a hyperlink CTA or a button will all have an impact.

A well implemented email CTA can simultaneously inform your target audience on what to expect when they click it while dissuading the wrong audience from the start. In this article we are going to clue you in on how to get the most out of your call to action.

What do you want out of an email CTA?

The number one thing everyone wants out of their email CTA is to convert visitors to users. The first thing you need to do is to define the purpose and goal of your message. Do you want to capture leads? Do you want to grow your customer base? Or do you simply want to drive more traffic to your site? Whatever your purpose is, your CTA should always support it

Email CTA examples

A powerful email CTA should be short and concise. There is no need to write a whole book when all you need is a single sentence or phrase. Popular CTAs include 'Buy Now' , 'Subscribe Today' or even 'Learn More'. A good CTA will tell the readers exactly what the product is and what they are expected to do.

For example, if your goal is to collect leads for your email list, you will want to offer something in return for their information. You want to focus on the question that will be on the reader's mind, “What’s in it for me?”.


A great way to approach this would be to offer some sort of a discount in exchange for the reader signing up for your newsletter. An example of a great CTA in this instance would be a colorful button that reads 'Claim your Discount' below a banner that outlines the exact discount amount you will receive for signing up. This is perfect because it tells you exactly what you get in a few simple words and includes the condition of receiving the discount.

It is important that the email CTA button itself focuses on the value rather than the condition. 'Claim your Discount' is much more likely to get a click over 'Submit your information'.

How to create an email CTA

Here are some of the best practices to follow when you are formatting your CTAs:


The color of your email CTA should always stand out from the background it appears on. If there is not enough contrast between the CTA and the background it will not be as easily seen or read. Often companies will opt to use the main color of their logo for their CTA.


Using the same font throughout your website conveys professionalism and expertise. Choose a font that is simple and easy to read and stick with it. Always make sure that the headline font is larger than the rest of the text but not so large as to be out of proportion. The same goes for the email CTA button. Instead of making it larger, change the color to make it stand out.

Many marketers have found that consumers far prefer a clickable button CTA over a hyperlinked CTA. Some have found that switching from a hypertext link to a button increased their overall click-throughs by more than 120%.

CTA Placement

It is customary to have the CTA at the end of your message but it is important to keep it above the fold. This will mean that your reader will not have to scroll to see the email CTA and that it will be visible even if they are just scanning the email or webpage.

Wrapping it up

Following these formatting practices, as well as keeping the email CTA short and concise with emphasis on the value to the reader will help you to get more clicks on your CTA. All this will help you in your ultimate goal which is to convert more readers into users/customers on your site.