What Makes a Good Email CTA
A call to action (CTA) tells readers what to do next, usually with a button or link. Good CTAs are specific about the action, clear about the benefit and easy to find and tap.
"Click here" tells readers nothing. "Get the free checklist" tells them exactly what happens when they click.
Wording Tips
- Start with a verb: get, see, book, download, reserve, start.
- Name the outcome: "Get My Discount," "See the Recipe," "Book Your Call."
- Keep it short, usually two to five words on a button.
- Match the email's promise so the landing page delivers what the button said.
- Reduce worry where it helps: "Start Free" can reassure readers who fear a charge, if it's true.
| Weak | Stronger |
|---|---|
| Click Here | Read the Full Guide |
| Submit | Send Me the Checklist |
| Learn More | See How It Works |
| Buy Now | Get Yours Before Friday (if the deadline is real) |
| Register | Save My Seat |
Design Tips
- Use a button for your main CTA. Buttons are easier to spot and tap than text links.
- Use a contrasting color that stands out from the background and fits your brand.
- Make it big enough to tap comfortably on a phone, with space around it.
- Use "bulletproof" buttons built with text and code, not images, so they display even when images are blocked.
- Keep the text readable with sufficient contrast for accessibility.
Most email builders, including AWeber's, include button blocks that handle this for you. See email design best practices.
Placement Tips
Put your main CTA early for readers who are ready to act, ideally visible without scrolling. Repeat it at the end for readers who needed more information first.
In longer emails, it's fine to include the same CTA two or three times. In short emails, one is usually enough.
How Many CTAs Should You Use?
One primary CTA, possibly repeated. Too many choices dilute clicks.
Several links are natural, but make one main story or action stand out.
One clear action, such as tracking an order or confirming a booking.
If you include secondary links, style them as text links so the main button stands out.
CTA Examples by Goal
- Grow content engagement: "Read the Full Story," "Watch the 3-Minute Video."
- Generate leads: "Get the Free Template," "Join the Waitlist."
- Book appointments: "Book a Free Call," "Choose a Time."
- Sell products: "Shop the Collection," "Get Free Shipping Today."
- Collect feedback: "Take the 2-Minute Survey," "Reply With Your Answer."
- Event registration: "Save My Seat," "Add to Calendar."
Testing Your CTAs
Test one change at a time: wording, color, placement or the number of CTAs. Measure clicks and, where possible, what happens after the click, such as purchases or signups.
See A/B testing emails and email click-through rate.
AWeber's drag-and-drop editor includes button blocks and templates on every plan, with split testing on Plus.
Email Call to Action FAQs
What is a call to action in an email?
A button or link that tells readers what to do next, such as reading a guide or buying a product.
How many calls to action should an email have?
One primary action for most marketing emails, which you can repeat. Newsletters can include several links.
Should email CTAs be buttons or links?
Use a button for the main action and text links for secondary ones.
What are good CTA words?
Action verbs plus an outcome, such as "Get the Checklist" or "Book Your Call."