Calls to action (CTAs) best practices

CTAs, or calls to action, are an essential component of HTML emails because they encourage the recipient to take a specific action.

Here are some of our best practice tips.

Clear

Using multiple CTAs can confuse the recipient and dilute the effectiveness of each individual CTA. 

Stick to a single, clear CTA that tells the recipient what action you want them to take.

Prominent

Your CTA should be placed in a prominent location where it's easy to see. 

Good locations include:

• Above the fold
• In the first screen the recipient sees when opening the email.

Buttons

Buttons are more eye-catching than text links and are easier to click on a mobile device. 

Use a contrasting colour for the button and make sure the text on the button is clear and action-oriented.

Language

The language you use in your CTA should be clear and action-oriented.

For example, instead of "Learn more", use "Sign up now" or "Get started today."

Concise

Keep your CTA short and to the point.

A short CTA is easier to read and is more likely to get a click.

Stand out

Use contrasting colours, bold text, and a larger font size to make your CTA stand out from the rest of your email content.

Mobile-friendly

Many people read their emails on mobile devices, so it's important to make sure your CTA is mobile-friendly. 

Use a large button that's easy to click on a small screen.

See also: Optimise for mobile

More best practice guides

• Email template layout best practices
• Accessibility in email templates
• Email fonts best practices
• Images in email templates best practices
• Email footers best practices
• Testing your email template