Every email you send has a purpose — whether it’s to inform, educate, or drive action. And at the heart of achieving that purpose is the Call To Action (CTA). A CTA is the link, button, or instruction that tells your reader exactly what to do next.
Even the best email content can fall flat without a strong, clear CTA. Here are some best practices to ensure your emails drive the results you want.
1. Be Clear and Specific
Your CTA should leave no doubt about what action the recipient should take. Vague phrases like “Click here” or “Submit” often fail to motivate readers.
Instead, use action-oriented and descriptive text, such as:
- “Download the guide”
- “Book your free consultation”
- “View upcoming events”
Clarity builds trust and reduces hesitation, especially in sectors like healthcare, government, or finance where recipients are cautious.
2. Make Your CTA Stand Out
Visual prominence is critical. Your CTA should catch the eye without overwhelming the email’s overall design.
Tips include:
- Use a button rather than just a text link
- Choose a contrasting colour that still fits your brand
- Provide ample spacing around the CTA so it’s easy to see and click
A well-designed button is easier to interact with, particularly on mobile devices.
3. Focus on One Primary CTA
Emails with multiple CTAs can confuse readers and dilute effectiveness. A single, primary CTA helps guide the recipient toward the action that matters most.
If you must include secondary links:
- Make them visually subordinate
- Ensure they support the main CTA rather than compete with it
A clear “next step” increases the likelihood of engagement.
4. Consider Placement Carefully
Where you position your CTA affects its visibility and performance. Common best practices include:
- Above the fold: visible without scrolling
- Repeating for longer emails: a second CTA at the end
- Aligned with relevant content: it should follow naturally from the message
Think about your audience and how they read emails — often quickly and on mobile devices.
5. Use Persuasive, Benefit-Oriented Language
People respond to CTAs that highlight a benefit rather than just an action.
Examples:
- “Start your free trial today” ? emphasizes the benefit of trying without risk
- “Get your personalised quote” ? emphasizes personalisation and relevance
- “Access expert tips now” ? conveys value immediately
Benefit-focused CTAs create motivation and increase click-through rates.
6. Make CTAs Mobile-Friendly
Over 50% of emails are opened on mobile devices, so your CTA must be easy to tap:
- Buttons should be at least 44×44 pixels
- Ensure adequate spacing from other clickable elements
- Avoid tiny text links that are difficult to select
Mobile usability is critical for both engagement and conversions.
7. Test and Optimise
Even small changes can have a big impact on your CTA performance. Consider A/B testing:
- Different wording: “Download now” vs “Get your free guide”
- Button colours and sizes
- Placement within the email
Testing allows you to understand what resonates with your audience and refine your approach over time.
8. Ensure the CTA Delivers on Its Promise
Finally, make sure the page or resource your CTA links to matches expectations. If readers click a button and land somewhere confusing or unrelated, trust and engagement drop.
- Check links regularly
- Ensure landing pages are mobile-optimised
- Keep messaging consistent from email to destination
A seamless experience reinforces your credibility and encourages repeat engagement.
Final Thoughts
A strong, well-designed CTA is the difference between an email that’s read and one that actually drives action. By keeping CTAs clear, visually prominent, benefit-focused, and mobile-friendly, you can increase engagement and achieve your email marketing goals more effectively.
At Email Blaster, we help UK businesses and organisations create professional, secure emails with optimised CTAs that maximise results — all while keeping your audience’s trust.
