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How to Create a Compelling Call-to-Action for Your Emails

How to Create a Compelling Call-to-Action for Your Emails

‘Buy Now.’

‘Claim Offer.’ 

‘Join Now.’

You’ve probably seen these phrases before.

Their official name is a ‘Call-to-Action’ or CTA for short. A CTA usually appears as a link or button in an email and guides customers to take a specific action—a desired outcome—such as making a purchase, entering a competition, or reading a blog post.

⚡️Writing a Persuasive CTA

The examples above are good, but can be generic; your customers already know you want them to click something. The trick is to emphasise what’s in it for them: How will they benefit from completing the action? 

To help convince your customers, create a narrative around the action you want them to take. For instance, if it’s about them joining a competition, write — in a few words — what prizes can be won and why they are fantastic prizes. Then, below, attach a CTA saying something like: ‘Enter now for a chance to win big.’

1. Address Your Subscriber Directly

Which sounds better: ‘Get your 10% discount’ or ‘Get my 10% discount’?

Our article on engaging emails explains that the more personal an email is, the better. It increases engagement and sounds more compelling because your customers feel like the discount is just for them, making them feel valued.

2. Clarity and Brevity

To get your customers to complete an action, they must first understand what you want them to do. Keep your message short and simple to avoid confusion.

3. Create a Sense of Urgency

Use your CTA to highlight limited-time offers, an upcoming competition, an irresistible discount and other exclusive deals with words like:

  • Hurry

  • Closing soon

  • Immediately

  • Today only

  • Offer ends soon

Doing this will draw your customer in and pique their curiosity. 

⚡️Where to Place Your CTA

There are plenty of email templates and layouts to choose from, and their different structures will determine the best place for your CTA.

However, there are a few rules of thumb which you can follow when creating your email campaigns:

1. Place CTA At the Very End

This will allow your subscribers to absorb the full context of the email before taking action. After reading about what you offer, they should be convinced to click the button when they see the CTA. 

2. Add CTAs to Relevant Places

CTAs don’t always have to go just at the end of your email, though. You can also insert CTAs in areas where your readers naturally pause — like headers, between sections, or in image captions. 

3. Include Secondary CTAs

If you mention any other products, prizes or offers in your email, link them and create relevant CTAs for them as well. If you do this, align the CTA buttons correctly with each item.

⚡️Let’s Call Your Players to Action, Together

Need extra advice on writing CTAs? Contact us. Our team of experts is always happy to help.

(P.S. That was a CTA 😎).