Email Marketing Term
What is Call-to-Action (CTA)?
A button or link that prompts recipients to take a specific action, like "Shop Now" or "Learn More".
The CTA is where engagement becomes action. It's the bridge between email content and conversion.
Effective CTAs are: - **Visible**: Contrasting color, adequate size (44x44px minimum for mobile) - **Clear**: Specific action words, not vague "Click here" - **Compelling**: Benefit-focused, creates urgency - **Strategic**: Placed where readers naturally pause
Most emails should have one primary CTA. Multiple equal CTAs create decision paralysis. Secondary CTAs should be visually subordinate.
Button CTAs outperform text links by 28%. Use buttons for primary actions, text links for secondary options.
Examples
- Good: "Get My 50% Discount"
- Good: "Start Free Trial"
- Weak: "Click Here"
- Weak: "Submit"
Tips for Call-to-Action (CTA)
- ✓Use action verbs: Get, Start, Join, Discover
- ✓Make buttons look clickable (shadows, hover states)
- ✓Place CTA above the fold and repeat at bottom
- ✓Test button color, size, and copy
Related Terms
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