Creating Effective Calls To Action

Creating Effective Calls To Action

Getting your customers to open and read your email is just the first step in effective email marketing; once they have gotten that far, it is important to have a strong call to action to keep the engagement going. Simply put, a call to action (CTA) is when you ask your reader to do something, be it clicking a link, signing up or making a purchase or booking. You are, however, a little restricted when it comes to CTAs in email due to the nature of the platform and formatting, but there are still ways you can create an effective call to action.

Example 1 – Clicking a Link

A simple but effective CTA for emails is asking your reader to click a link to be directed somewhere else, i.e. a product, blog page, landing page or wherever you choose. Why is it so effective? Mainly due to the little effort involved in clicking a link, and as long as you cover the following points there is a good chance your reader will want to click it:


Once again, simplicity can be very effective. Using “Click Here” is a solid and clear CTA that tells your reader exactly what to do and where to do it.


Your reader needs to know what they are going to get by clicking your CTA. Give them a good reason to want to click through to your page, whether you are offering them more information on the topic of your email, or even tempting them with a special offer code if they click through.


Don’t confuse your reader; ensure your CTA is consistent with the rest of your email and the terminologies you have used. For example, if your email consistently describes an SEO training course, but your CTA link says “Click here to sign up to our FREE SEO webinar”, your reader will be confused that your link doesn’t refer to a training course, but a webinar instead. Maintain trust with your reader and they will be more inclined to click through.

Example 2 – Asking For a Reply

When it comes to emails, whether you are cold emailing or sending to your regular subscribers’ list, asking for a reply is another good option for a CTA. In general, it can have a lower response rate than clicking a link due to the effort involved, but if done correctly it can be very effective. You will need to be very clear when asking for a reply, but the terminology used will vary based on who you are sending your email to.

If you are emailing your regular subscribers for example, asking them for their thoughts will be an effective way to get a response. If you are “cold emailing” however, be clear and concise and ask a ‘yes’ or ‘no’ question, for example, “Is this something you are interested in?” would work well.

As with example 1, clarity is very important with this type of CTA. Asking a question your reader will be able to answer without taking up too much of their time will increase your response rate.