If your goal is to create an effective email marketing campaign, you should follow three crucial steps. The first one is choosing a subject line that will encourage your users to open the message. The second step is crafting the email body that will drive your customers to keep reading it.

And the last stage is creating a special magic button we call CTA (call-to-action). As the title says, the goal of this element is to contact users to perform the desired action. This button shortens the distance between the customer and the product. CTAs come in many shapes and forms. For instance, it may look like a button that we usually see on websites or social media platforms. But it can also be a link that redirects shoppers to the right page.

Three reasons why the CTA button is an important element of every email:

CTA as motivation
Everyone needs extra motivation to take a step forward sometimes. When it comes to marketing, the CTA button pushes customers to take action. When reading a letter about a new product, the consumer subconsciously wants to go to the site. The CTA button allows you to shorten this path for readers. Instead of entering the site's name in a search engine, they can click on a button that will redirect them to the desired page.

CTA as a problem solution
We live in an era when we want everything at once. We are looking for a short way to solve our problems and wish to save time. The CTA button has become an integral part of every website, social media advertising, and email newsletter. Consumers are used to a button that will guide them to a page with a more detailed description, price, and solution.

CTA as an increase in metrics
One call to action (CTA) in an email increased clicks by 371% and sales by 1617%. It is the finishing touch to email campaigns that motivate customers to complete the deal.

Five steps to a compelling call-to-action button

In order to design an effective CTA button, the elements of your email body need to be fused together and create a coherent picture.

Purpose is a must
When creating content for your email, pay attention to the fact that it should have a purpose. If you have a new product, then your goal is to sell it.

Design matters
The design of the CTA should grab the attention of readers. The button should suit your style, match your fonts and color, but at the same time, it should be different from the content of the letter.

Urgency sells well
When creating a button, try to make the client feel a sense of urgency. This feeling will drive them to click this button right at that moment.

Promise? Keep it!
We have already figured out that each letter has its own purpose. Each button plays the role of a promise. For example, if you're asking a reader to buy a new washing machine, the CTA should lead the prospect to that particular product.

Sale stage
Adjust offers for the buyer. Each client falls under a specific consumer profile. Someone tests new products immediately after their release on the market. Others prefer to check the opinion of others and buy when the product becomes massively popular. For example, if you're selling a photo processing app, offer a free trial first and then encourage potential customers to buy a one-year subscription.


The best way to write a CTA that delivers the desired results is to write it down when you start creating the email body but come back to it at the very end. Read the letter you created, choose a suitable place for the button, and make your CTA perfect. It should be logically connected with your proposal. When describing a course on email marketing, you will probably want to sell it, so the "BUY COURSE NOW" button is best suited here.

How to diversify your CTA?

Experiment with colors
Research shows that red buttons increase conversion rates by 21% (Performable) and orange ones by 32.5% (SAP). If red doesn't suit you, then experiment with colors that will play well with the brand identification. Remember, it should be grab attention.

Personalize buttons
Personalized buttons convert 42% more leads than regular ones (Hubspot). For example, create a style of communication that allows you to bond with your prospect.

Add emoji
Emoji not only increase the open rate, but it also grabs more attention from the readers or website visitors.

Test the size
What buttons do your users love? Do an A/B test and see which CTAs perform better - big or small.

Be Concise
Brevity is the soul of wit! The CTA button should be short and compelling so that the client immediately clicks and goes to the desired page. At Sendios, we recommend two- or three-word buttons.

Each consumer has particular preferences. To create effective newsletters, start experimenting and getting to know the customer. Then you can personalize your content and deliver value.