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.
1. Draw attention to your CTA
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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2. Choose the best position of your call-to-action
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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3. Be short and specific
Use your call-to actions for what they are. Use action verbs to show the urge to act. The most commonly used terms are:
- Buy now
- Shop
- Get your offer
- Download
- Try it now
| 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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4. Limit the number of call-to actions
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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5. Test
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.