What is Email CTA?
TL;DR
The call-to-action in your email, the button or link you want recipients to click. Every email should have one primary CTA with a clear goal. Multiple equal CTAs create decision paralysis; one strong CTA drives action. Make CTAs visually prominent: use buttons rather than text links, contrasting colors, and clear action-oriented text ("Get My Free Quote" beats "Submit"). Place your primary CTA above the fold and again at the end for scrollers. CTA text should complete the sentence "I want to..." from the reader's perspective. Test button colors, text, and placement, these variables significantly affect Click-to-Open Rate. For longer emails, a single CTA repeated is fine; multiple different CTAs competing for attention is not. Secondary CTAs (social links, website nav) should be visually subordinate.
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Frequently Asked Questions About Email CTA
Should I have one CTA or multiple?
One primary CTA. Multiple equal CTAs create decision paralysis, recipients click nothing. One clear action gets results. Repeating the same CTA multiple times in long emails is fine; competing different CTAs is not.
What makes a good email CTA?
Action-oriented text ('Get My Free Quote' beats 'Submit'), button format rather than text link, contrasting colors, prominent placement above fold and repeated at end for scrollers.
Where should I place the CTA?
Primary CTA above the fold (visible without scrolling). Repeat at the bottom for people who read the whole email. For longer emails, 2-3 placements of the same CTA work well.
How do I write effective CTA text?
Complete the sentence 'I want to...' from the reader's perspective. 'Get My Free Guide' beats 'Download.' 'Start My Trial' beats 'Submit.' Make the benefit clear and the action obvious.
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