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.
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.
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 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.
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."
Keep your CTA short and to the point.
A short CTA is easier to read and is more likely to get a click.
Use contrasting colours, bold text, and a larger font size to make your CTA stand out from the rest of your email content.
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