Most email CTAs fail miserably. Why? Because they’re overly polite and leave readers with one clear option: hit delete. A proper CTA isn’t shy—it tells the reader exactly what to do in order to achieve the goal they want to reach. It’s a pivot point where passive readers turn into buyers, and if done right, they’ll be customers for months or years to come.
If you’re tired of emails that get good engagement but no sales—and you’re ready to weaponize your CTAs for maximum results, read on.
The Role of CTAs: Your Profit Button
An email CTA is not some throwaway “Shop Now” button. It’s the ‘profit button’. Your silent salesperson. The handshake that leads a prospect directly into your sales funnel.
Here’s the truth: CTAs work because they cut through decision fatigue. Readers are overwhelmed by a flood of emails and social media posts every day. They don’t want options—they want clarity. Your CTA must simplify their decision and create a no-brainer path forward.
Case in point: A killer CTA doesn’t just have a conversion rate of 3-5%—a mediocre standard 1 . It punches through the noise and doubles that rate, even triples it. If your CTA isn’t doing that, it’s time to fix it.
What can you do to make your CTAs more effective? Let’s deep dive into the phrasing and design of CTAs to power up your conversion rate.
Creating CTAs That Demand Action
Finding your CTA magic starts with three steps:
1. Crafting Compelling CTA Phrases
To create CTAs that command attention and drive action, you need to start with the right phrasing.
Remember, the goal of a CTA is to urge the reader to take action; consider what that action is and reflect it in your phrasing. For example, if you’d like the reader to subscribe to your mailing list, “join our community today” and “sign up now” are action-oriented CTAs. Here are my general guidelines for crafting CTA copy:
Be Unapologetically Direct
Once you have the action in mind, your language must be clear and direct.
Skip the flowery language and niceties. Action is the only goal. Don’t say “Learn More”; say, “Get Your $10K Blueprint Now.” Your CTA should leave no doubt about what’s waiting for the reader on the other side.
Inject Genuine Urgency or Scarcity
To enhance the impact of your CTAs, incorporate a sense of urgency or scarcity—just make sure it’s real. Don’t commit the marketing no-no of false advertising.
People act fast when they believe they might miss out. “Seats are filling fast” or “Offer expires tonight” sets the stage for immediate response. If urgency isn’t baked into your CTAs, your email is likely heading for the trash and leaving money on the table.
Tailor to the Buyer’s Journey
Equally important is tailoring your CTAs to the buyer’s journey.
If you’re pitching to someone who is just browsing, asking them to “Buy Now” is a leap. Instead, start with a “Claim Your Free Guide.” Match your CTA to where the reader is in their buying decision.
2. Design CTAs That Jump Off the Screen
Now that you’ve crafted the perfect phrase, you need to make it impossible to ignore. Your email should have one purpose—getting the reader to take that single action. Repeat your CTA multiple times throughout your email.
And just like you need to tell your readers exactly what action to take, your CTA button needs to be foolproof so they know exactly where to click. A CTA button should grab the reader by the throat (visually speaking) with:
- Contrasting Colors : Bright red, green, or yellow works wonders.
- Clean Fonts : Readable even for Grandma. No squinting allowed.
- Prime Placement : Don’t bury your CTA. Make it prominent and, ideally, above the fold.
While your CTAs must stand out, make design choices compatible with your brand. Consistency in your design helps in building trust and recognition with your audience. If your brand is associated with specific color palettes or typography, reflect those in your CTAs to maintain a cohesive look and feel.
Remember, over half of your readers are on mobile devices—design for their thumbs. You’re sabotaging yourself if your button’s too small or tucked in a corner.
You’re also sabotaging yourself before you even hit ‘send’ if your emails don’t reach inboxes. Take your CTA performance to the next level by ensuring top-notch email deliverability. Click here for primary inbox placement optimization and make every email count.
3. Test, Analyze, Optimize—Then Repeat
Finally, continuous testing and optimization is the key to maximizing your CTA’s effectiveness.
If you’re not testing, you’re guessing. Split-test everything. Button color, placement, phrasing—test it all. Let your audience decide what works, not your gut. When you find a winner, scale it.
More importantly, track your results like a hawk. If a CTA starts to drop in performance, don’t panic—test again. Continuous improvement isn’t optional. It’s survival.
Ensure Your CTA Efforts Aren’t Wasted
An email without a powerful CTA is like a Ferrari without an engine—it looks good but goes nowhere. Your CTA should be clear, concise, and impossible to ignore.
However, all the work you put into crafting the perfect CTA can mean nothing if you don’t ensure inbox placement. Ready to stop guessing? Let MailGenius’ email deliverability platform help you test and fine-tune your email inboxing to perfection. Don’t let poor inbox placement sabotage your powerful CTAs. Test your email performance now. Your CTAs (and conversions) are counting on it.
1 https://databox.com/email-marketing-statistics