The quintessential E-mail marketing element – CALL TO ACTION

Category : Email Marketing

Call to Actions are said to rule your e-mail marketing world as they have a reliable propensity to stand out! With right calls to action, you can just fourfold your email marketing success rate.

Monks with their immense understanding come up with a few best practices to consider while developing calls to action:

1. Placement of the CTA

The location of the CTA predominantly decides your conversion rate. Prominent positioning of the CTA, mostly above the fold, will increase the conversion rate, but only when the CTA location is in sync with the information desired by your email readership. Over and above, Calls to Action placed on the left of the emails are more likely to be clicked owing to the F shaped reading pattern of readers identified by eye tracking visualizations.

The sure shot success ladder to heaven is placing it right, just as your subscribers like it. Play with their visual eye path well!

2. The number of CTAs

Overdoing with CTAs might distract the users and sometimes even annoy them. The overdose of CTA will surely decrease the conversion and effectiveness. Only use the CTA twice or thrice and mix match with buttons, links, giveaways and more depending upon the preference and the tone of the email. Also, determine the importance and the kind of CTA required Eg: A ‘preview’ CTA would be of more importance than a ‘buy now’ if the product is a piece of technology and a high involvement product.

3. Color – Contrast is the design dictum!

Your CTA must always be able to stand out as it does in a garment with better aesthetics. Stark contrast is the unfailing rule for CTA if you are using buttons in particular. The same can be heightened by the use of vibrant colors and lately, even neon as per the current designing trend – be it for your clothes or e-mails. Use of muted colors from your palate is sometimes advisable to tone down the brightness of your email and attract attention of the reader as such buttons are protruding!

4. Embellish your CTA with the perfect language

The text of your CTA is a major contributor in determining the conversion rate. Using words with an indirect tone that reflects a low commitment proposition like ‘get’, ‘know more’, etc work better than high friction words that ask for too much too soon from the readers, may be “Buy Now” on the first email. Go with the solution oriented approach if required initially and then make it sales oriented when required. Keeping the language simple creates substance and impact on the language of your CTA.

5. Is bigger the better – the modern design rule here?

The ideal size of a CTA has always been debatable. Most e-mail marketers believe in the rule of ‘bigger the better’! However, our Monks surmise that the size of the CTA must be just right enough to be able to stand out. Too many big sized CTAs would tune down the visual attractiveness of the email. Also, if the text on your CTA must be purposeful – only then can it be long – implying the need of a big-sized CTA.  On the contrary a tiny CTA might fit well in your responsive emails. According to Apple – the size of target touch points must at least be 44 pixels square.


With many rules in the design industry to get the best out of the CTA – the following can act as Monks-tested touch-up points:

  • Convey the offerings directly with the right tone
  • Create the urgency with CTA in your email
  • Remove distractions if any – from around the position of the CTA button
  • Your CTA must be able to titillate the desire to click

Go ahead and test the Monks suggested checklist for an ideal CTA that would ornament your email right! Let us know if the above points helped you through comments below:

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Kevin is the Head of Marketing at EmailMonks, one of the fastest-growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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