Finally: a simple guide to CTA’s that work!

Today just getting your messages in your recipients’ inbox doesn’t cut it anymore. The value of your email campaign is determined by how well it gets subscribers to actually do what you want them to do: click, read on, buy, etc. 

Are you asking the right questions? 
Partially, the task of creating CTA’s is so daunting because you always end-up asking yourself the same questions: Why should the customer click? How can I offer value without having to spend money? Would it devaluate my product/service? 

Our advice: remember that your recipients see things far more simple, asking just one single question: What’s in it for me? A question that you will have to answer within a few seconds. 

Here a few pointers you could consider when setting up your next email:

1. Mind your surroundings 
Don’t just focus on creating the ideal button, but also on where it is placed in your email. The right position could make all the difference. 

2. Why not offer a next step? 
The clearer you let your readers know what to expect, the more likely they are to get on board. Avoid meaningless buttons that say ‘click here’, ‘submit’, ‘read more’ or ‘continue’. Be concrete on what’s to follow. 

3. Make people WANT to click 
Making a CTA clickable from a technical point of view is really not that hard. But how do you make people want to click it? It’s all in the words. Writing a CTA is all about motivating your audience to take the next step. 

4. Create a sense of urgency
Inciting or even obliging people to react within a specific time frame, encourages them to immediately do so. Nothing better to trigger impulsiveness than a time-restricted offer that people just can’t refuse. 

5. Don’t forget the mobile users
Bare in mind that the email experience on mobile devices is not the same as on a desktop pc. Text wise as well as design wise, make sure your CTA still stands out on smaller screens. You might need to shorten it.



Make the build-up or your emails follow a logical flow that resembles your reader’s stream of thoughts. Open with a triggering subject line, follow up with a compelling message and finish the job with a fitting CTA. And last but not least: test until you find something that works for you.

Posted on
Apr 10, 2015