[FAQ]

Hey everyone,

I’m working on optimising our email campaigns, and I feel like our call-to-action buttons and links are a bit weak and might be hurting our click-through rates.

What’s your best advice for writing CTAs that are more compelling and actually get people to click in 2025? I’m thinking about best practices for the specific wording, the design (like using a button versus a plain text link), and where they should be placed within the email for the best effect. I’m also curious about using urgency or other psychological triggers effectively.

Any examples of great CTAs you’ve seen would also be super helpful. Thanks!

[Jeff Bullas]

A compelling call-to-action, or CTA, is one of the most critical elements of any marketing email. Its purpose is to clearly guide your subscriber to take the one specific action you want them to take.

There are several key principles for crafting an effective CTA. First, you should always use strong, action-oriented language. Your CTA should typically start with a clear command verb. Instead of using vague, passive phrases like “Click Here” or “Submit,” opt for more descriptive and benefit-driven text such as “Get Your Free Guide,” “Shop the New Collection,” or “Reserve Your Seat Now.”

Second, the language must be clear and concise. The subscriber should have no doubt about what will happen when they click the button or link. Any ambiguity or confusion will reduce the likelihood of a click.

Third, you can create a sense of urgency or scarcity, but only when it is genuine. Using phrases like “Shop Now, Sale Ends Tonight,” “Claim Your Spot,” or “Limited Stock Available” can motivate people to act immediately rather than putting it off. However, using this tactic dishonestly will damage trust with your audience.

Fourth, a strong CTA often highlights the value or benefit for the user. It should reinforce what they are getting in return for their click. For example, “Start My Free Trial” is generally more effective than just “Sign Up” because it clearly states the immediate, positive outcome.

Fifth, the design and placement of your CTA are very important. A clickable button with a contrasting colour that stands out from the rest of the email content will almost always outperform a simple text link buried in a paragraph. You should place your primary CTA in a prominent position, ideally “above the fold” (visible without scrolling down), and it is often good practice to repeat it again further down in the email for longer messages.

Sixth, try to focus on one primary call-to-action per email when possible. Presenting your subscribers with too many different choices can lead to decision paralysis, which often results in them taking no action at all. If you must include secondary CTAs, make them less visually prominent (for instance, as text links) than your main button.

Finally, you should always be A/B testing different elements of your CTA. Test different wording, colours, and placements to see what resonates most effectively with your specific audience. What works for one audience may not work as well for another.

A compelling CTA is clear, benefit-driven, action-oriented, and visually prominent. It removes any friction or doubt about what the subscriber should do next.

Cheers,

Jeff

[Author]

Posts