CTAs That Convert: Crafting Calls-to-Action That Your Readers Can't Ignore

Kirsten at Coastal Collective
Dec 3, 2024
3 min read

The Call-to-Action (CTA) in email marketing is where the rubber meets the road. It’s the bridge between your reader’s interest and their action—whether that’s making a purchase, booking a demo, or simply clicking through to learn more. Crafting CTAs that convert isn’t just an art; it’s a science. It should be based on knowing your audience, knowing your metrics and being willing to try new things (and learning from your mistakes).

As we approach the prime holiday email campaign season, let’s dive into a short playbook on how to craft CTAs that convert.

Why CTAs Matter in Email Campaigns

The CTA is where your email strategy culminates. Without an effective one, even the most engaging email can fall flat. According to research, personalized and strategically placed CTAs can boost conversion rates by up to 202%. In short, your CTA has the power to transform interest into measurable outcomes.

1. Start with Clarity and Brevity

Your CTA should be unmistakable in its intent. Ambiguity confuses readers and reduces clicks. Phrases like:

“Click Here To Start”
“Grab Your Discount”
“Claim Your Free Guide”

These direct approaches tell readers exactly what action to take.

Expert Insight:

Marie Forleo, marketing guru, states: “A clear call to action acts like a map—it guides your reader exactly where they need to go.”

2. Create a Sense of Urgency

Scarcity and urgency tap into FOMO (Fear of Missing Out). CTAs like:

“Limited Time Offer—Sign Up Today!”
“Only 3 Days Left—Claim Your Spot”

Push readers to act quickly, BUT beware! If you include urgency in every email, your readers will stop paying attention. Test out a few approaches and see what your audience responds to. Some businesses perform well with actual timing tied into the CTA:

“6 Hours Left To Register”
“4 Spots Left”
“Only 5 Left”

Especially with product sales, limiting the number of items can produce powerful results as the urgency also suggests that once they’re gone, they’re gone. Try pairing these with countdown timers or specific deadlines to heighten the timeliness.

Pro Tip:

A/B test urgency-driven phrases like “Offer Expires at Midnight” vs. “1 More Day To Act” to see which resonates better with your audience.

3. Design Buttons for Visual Impact

A visually striking CTA button grabs attention and encourages clicks. Use:

Contrasting colors: Ensure your CTA button stands out from your email’s color scheme. As a rule of thumb, I always make CTAs warm colors (red, yellow, orange).
Large, legible fonts: Keep text readable on all devices.
Mobile optimization: Ensure buttons are easily clickable without zooming.

Example:

Imagine a red "Sign Up Today" button on a predominantly white email background. This color contrast directs the reader’s eye naturally to the action you want them to take.

4. Tailor Your CTA to the Funnel Stage

Your CTA should match the reader’s position in the buyer journey:

Top of Funnel (Awareness): “Learn More” or “Download Free Guide”
Middle of Funnel (Consideration): “Watch Our Demo” or “Explore Features”
Bottom of Funnel (Decision): “Buy Now” or “Start Free Trial”

5. Leverage Emotional Appeals

CTAs that evoke emotion connect on a deeper level. For example:

Empathy: “End Your Frustration—Find the Solution Now”
Excitement: “Experience the Magic—Start Today”
Inspiration: “Achieve Your Goals—Join Us Now”

Also, your CTAs don’t always need to be buttons! Try out a few approaches in a single email and see which produces the higher clickthrough rates.

6. Optimize for Mobile Devices

With over 70% of email opens occurring on mobile devices, your CTAs must perform seamlessly on smaller screens. This means:

Buttons sized for thumb-tapping.
Simplified text (e.g., “Shop Now” instead of “Shop the Full Collection Now”).
Minimal distractions around the CTA (remove background images to create a clearer click through path)

7. A/B Test Your CTAs

Testing is critical. Experiment with:

Placement: Top, middle, or end of the email.
Wording: Action-oriented vs. value-focused phrases.
Design: Button size, color, and shape.

Analyze metrics like click-through rates (CTR) to identify what works best for your audience.

8. Incorporate Secondary CTAs

Sometimes, a secondary CTA offers an alternative route for engagement. For instance:

Primary CTA: “Book Your Free Demo”
Secondary CTA: “Prefer to Explore on Your Own? Watch Our Video”

Bonus: CTA Tools for Success

Several tools can simplify CTA creation and optimization:

Canva: Design custom buttons.
Google Optimize: Conduct A/B tests.
Litmus: Preview emails across devices.

Expert Quote to Inspire:

“CTAs are the handshake of your email—the moment you ask for trust. Make it clear, compelling, and worth their while.” – Seth Godin