Effective call-to actions in emails are crucial to reach your goal of client engagement. A few simple improvements can result in an important increase in click rates and possibly in your ROI.
Here are a few good examples to follow and some bad ones, to avoid! Note that these rules can also be applied to your websites and mobile applications.
A good call-to action must be obvious and quickly draw attention. Use a button instead of a clickable text. Make sure to have some space around the button so it stands out. Choose a color that contrasts with your image or background.
 Good example |  Bad example |
| Call-to actions are well highlighted in this message from la Vie en Rose. The contrasting color of the buttons is excellent. | In this example, there is only one call-to “Find Your Style with Our Jewelry Finder” and it is hard to find as it’s not highlighted. |
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Where you place the call-to action can improve results. Make sure that readers can see it, whatever the reading platform used. Position your call-to action as high as possible in your message, to make sure it can be seen even from the preview pane.
| Good example | Bad example |
| SPG has included one single call-to action that is well positionned, right in the center of the page. It is also visible from the preview page. | In this example from Starbucks, the call-to action to get a rebate is located far at the bottom. More so, the visual is dull. |
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Use your call-to actions for what they are. Use action verbs to show the urge to act. The most commonly used terms are:
| Good example | Bad example |
| Via Rail Canada offers a buying option. By clicking, the visitor knows he/she will be redirected to the online buying tool. | The call-to action “RING IN THE NEW” is not meaningfull. By clicking, the visitor does not know what to expect. |
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Focus on 1 or 2 call-to actions, as not to confuse the reader. More buttons does not necessarily mean more clicks. Try to direct the reader towards the most important action for you.
| Good example | Bad example |
| This promotional message entices the visitor to shop. | Pandora promotes multiple products and services within the same message. Too much text, that does not trigger actions. |
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Get optimal results. Do not take for granted that you cannot do better. Test your message for colors, dispositions, texts and the number of call-to actions. You’ll be surprised of what a very small change can do.
