Create a successful call to action for your email campaign

4 minute read

Calls to action, or a CTA, is a common buzzword that you’ve probably come across a few times. But what is a CTA and why should it matter to your email marketing? In this post I’ll talk you through how it’ll help improve the success of your email marketing campaigns.

Call to action

What is a call to action and why should it matter?

Let’s start at the beginning – what exactly is a call to action? A call to action is an instruction or prompt that encourages, or gives reason, as to why the audience should take action. When it comes to your latest email campaign, it’s the link that drives your customers to your website – where they then make a purchase, place a booking, download a white paper etc. It’s for that reason that it’s important to get it right – if the customer doesn’t feel incentivised or feel a need to click through to your website, how will your campaign ever be a success?

Remember, calls to action aren’t exclusive to email; you’ve probably spotted them on websites – for example, here’s one on Spotify’s homepage.


Plus, if we delve into the science behind calls to action, Kissmetrics claims that the human mind expects to see the call to action.

Top tips for creating a successful call to action

To help you get started with creating successful calls to action (CTA) we’ve put together a list of 5 questions you should ask yourself:

  1. What is the purpose of the email you’re sending? Ask yourself – what are you hoping to achieve? For example, if it’s to encourage people to book a table at your restaurant, theme the email around that restaurant and include multiple links to the booking page so the customer can complete that action with ease.
  2. Have you thought about the benefit to the customer? Why should they click and what’s in it for them?
  3. Can they see the most important link in your email campaign? Does it stand out to the reader? Having a CTA buried in an paragraph of text is unlikely to deliver results.
  4. How obvious is the call to action? Having ‘website’ linked isn’t going to cut it; be specific! For example, ‘click through and find out more’ or ‘place your booking now’ encourages prompt action to be taken.
  5. Are there any visuals? The key to a good email design is having a balance between text and images, so link through to both where you can to appeal to both your reader and your visual audience.
Designing a call to action button

Text based calls to action are all well and good, but if you want to take it that step further we’d recommend creating buttons and bringing them into the design of your email. Here’s an example of how Cable and Cotton added a call to action to one of their recent email campaigns.

Creating a call to action for your email marketing

If you’re a customer don’t forget these can be created in your account, in our Email Editor (in the Create section).

For further tips on designing your call to action, pop over to Crazy Egg’s blog for their insights on calls to action.

So, what are you waiting for? Have a look at your latest send and ask yourself those five questions. We’d love to hear how you get on!