Write effective email CTAs

Business Benefits

Drive clicks and conversions from email marketing.


Use action words in the CTA to draw readers in and excite them.

Words like get, receive, and claim are more immediate and will drive action and excite the reader more effectively than more commonplace words like click, submit, and enter. Claim your free sample now! is better than Click here for your free sample.

Use enough, but not too many, caps and exclamation marks in the CTA.

While effective for conveying excitement and friendliness, too many exclamations marks will lose all impact. Avoid words in upper case unless it’s a part of your company’s brand voice. ALL CAPS is nearly always interpreted as shouting, which can come off as aggressive and pushy.

Use a large, but not too large, CTA button.

There is a thin line between grabbing your reader’s attention and making them feel like you’re shoving the CTA in their face. Too big, and the reader will feel manipulated; too small, and you may miss some conversions. Testing is the best way to figure out what works.

Create a short and clear CTA using 3-6 words.

Short, succinct CTAs will be easily understood and are therefore more likely to be acted on. Three words are ideal, but try to keep it to less than six. For example, SAVE 20% TODAY ONLY. Sometimes this isn’t possible, so rely on action language to keep your reader’s attention. For example, BUY NOW AND SAVE YOURSELF 20%.

Use first-person point of view in the CTA.

For example, Claim my free sample now! over Claim your free sample now. Studies have shown that a first-person point of view is up to 90% more effective than third-person point of views.

Insert urgency in the CTA.

Adding a sense of urgency will increase the chances of your customers pulling the trigger on their purchase. This can be as simple as adding now! to the end of the CTA. For example, Claim my free sample now!

If you have limited stock or a time-limited offer, remind your customers of it before and after the CTA. For example, Remember, we’re only running this offer for 24 hours. After that, we’ll close it down for good.

Test your CTAs by setting up A/B split testing and trying different button styles, language, and placements.

Refer to your platform’s guide on how to create A/B split tests. Usually, you can click Create variant or Create variation when setting up your email campaign.