Hello! Are you ready to turn your emails into conversion machines? Well you’ve come to the right place! In this article, we will reveal the secrets to creating CTAs (Call to Action) that your subscribers won’t be able to resist. Forget timid clicks and prepare for an avalanche of conversions.
Creating an effective CTA in an email is not just about putting a button that says “Buy now!”. There is an art behind it, and as in all art, there are techniques and best practices that make a difference.
In this article, we’ll explore the key elements that make a CTA stand out, from the language you use to the design that surrounds it. Get ready to take notes and get to work!
The language of seduction: How to write a CTA that converts
Your CTA copy is the first line of attack. It must be clear, concise and, above all, convincing. Here are some tips for writing a CTA that clicks:
- Clarity above all: 1 Tell your subscriber exactly what you want them to do. Do not leave room for ambiguity. “Download your free ebook” is much more effective than “Click here.”
- Verbs that inspire action: 1 Use action verbs, such as “get”, “download”, “register”, “discover”. These verbs convey a sense of immediacy and encourage the reader to take action.
- The power of customization: 2 Speak directly to your subscriber. Instead of “Download the guide,” try “Download your guide.” That small change can make a big difference3. A recent study by Unbounce showed that using the first person pronoun in your button text resulted in a 90% increase in clicks.
- Benefits, benefits, benefits: 4 Highlight the benefits the subscriber will get by clicking on the CTA. What problem will it solve? What will you get in return? Focus on the benefits of the offer instead of the features4.
- Create a sense of urgency: 1 Limited-time offers or phrases like “last chance” can increase interest and conversion. Nobody likes to miss out on a good deal!
- Incorporates a cliffhanger: 5 Generate intrigue and curiosity with phrases like “Discover the secret” or “Find out how.” This will prompt readers to click for more information.
- Be short and concise: 6 An effective CTA doesn’t need to be a novel. Get to the point and use short, easy-to-understand sentences. Avoid long sentences that can make reading difficult6.
- Attractive language: 1 The language used in the CTA copy is…source to the user’s own interest:** 4 Highlight how the CTA will directly benefit the subscriber and meet their needs or wants.
- Write catchy subject lines: 7 The subject of the email is the first impression your subscribers will have. Create an engaging subject line that includes a call to action to increase open rates.
The power of words: 8 9 The words you use in your CTA have a psychological impact on the reader. Incorporating “power words” like “free,” “exclusive,” “now,” or “discount” can generate an emotional response that drives conversion.
What makes a brand unforgettable? Find out here Download the guide
What is a CTA and why is it so important?
Before we dive into the depths of CTA design, let’s make sure we’re on the same page. A CTA is an invitation to your reader to take a specific action. It can be anything from visiting your website to downloading an ebook or making a purchase.
In the world of email marketing, the CTA is king. It’s the bridge that connects your subscriber’s interest with the action you want them to take. Without a clear and compelling CTA, your email falls flat, like a story without an ending.
Think about it like this: you have written an incredible email, with an engaging subject and captivating content. But if you don’t guide your reader to the next step, all that effort is wasted. The CTA is that little push they need to turn their interest into action.
The design that makes you fall in love: How to make your CTA stand out
Text is important, but design also plays a crucial role. Your CTA should stand out visually so that the reader can’t help but click. Here we leave you some ideas:
- Color that catches eyes: 2 Use a color that contrasts with the background and the rest of the email design. The goal is for the CTA to be the first thing the reader sees. However, remember that the color chosen must be in line with the visual identity of your brand.23.
- Buttons that invite you to click: 2 Buttons are more effective than text links. A well-designed button, with a bold color and clear text, can significantly increase click-through rates.3.
- Interactive buttons: 2 Add visual effects such as shading or color changes on mouseover to make the button appear more dynamic and invite interaction.
- White space, your best ally: 2 Don’t clutter the email design. Leave enough white space around the CTA to make it stand out even more.
- Images that guide the eye: 2 Use images that direct the reader’s attention to the CTA. For example, an arrow or a person looking towards the button.
- Size that matters: 2 Make sure the CTA button is large enough to be easily seen, but not so large that it seems intrusive. Especially if your subscribers open the email on their smartphones, the size of the button is crucial. Apple recommends a size of 44 pt4.
Examples of CTAs that inspire
So you can see how these best practices are applied in real life, here are some examples of effective CTAs:
| CTA Type | Example | Explanation |
| Buy | Get 40% discount 2 | This CTA uses action-oriented language and highlights a clear benefit: a 40% discount. |
| Record | Sign up now10! | The exclamation adds a touch of excitement and the word “now” creates a sense of immediacy. |
| Discharge | Download your free guide 8 | This CTA is specific, mentions the benefit (free guide) and uses an action verb (download). |
| Event | Reserve your place 11 | It creates a sense of exclusivity and encourages the reader to secure their participation. |
| Social networks | Follow us on Instagram 11 | A simple and direct CTA that invites interaction on social networks. |
Beyond the click: How to optimize your CTAs for success
Creating an engaging CTA is just the first step. To maximize its effectiveness, you must go further:
- A/B Test: 1 Create different versions of your CTA and test them with different groups of subscribers. Analyze the results and stick with the version that works best. 12 By performing A/B testing, you can compare the response rates of different variations of your CTA, such as text, color, or button placement, to identify which elements generate the most clicks.
- Audience segments here: 13 Not all your subscribers are the same. Segment your list and create specific CTAs for each group14. You can segment by demographic data, such as age or location, or by actions users have taken, such as previous purchases or interaction with previous emails.
- Analyze the metrics: 15 Monitor the click-through rate (CTR) of your CTAs to see what works and what doesn’t. Use this information to optimize your future campaigns. Click-through rate (CTR) measures the number of people who have clicked on any link within your email. CTOR (clicks vs. opens) compares the number of people who opened your message with those who clicked on any link. To calculate CTOR, divide the click-through rate (CTR) by the open rate and multiply the result by 100%15.
- Think about the sales funnel: 8Tailor your CTAs to the subscriber’s current stage of the sales funnel. A new subscriber may need more information before they’re ready to buy.
- Optimize for mobile devices: 7 Make sure your CTAs look good and are easy to click on any device6. With the increase in the use of mobile devices to read emails, it is essential that your CTAs are optimized for small screens and that the buttons are large enough to be easily clicked with your finger.
- Try different shades: 13 Experiment with different tones in your email copy to see which generates the most engagement. A friendly and positive tone can increase the reader’s motivation to make a purchase.
- Timing and familiarity: 16 Consider the timing of the email and the subscriber’s familiarity with your company. A new subscriber may need more context before responding to a CTA.
- Alignment with landing page: 17 Make sure your CTA copy is consistent with the copy on the landing page it links to. This avoids confusion and maintains consistency in the user experience.
Conclusion: The path to conversion
Creating irresistible CTAs is a continuous process of learning and optimization. There is no magic formula, but by following best practices and analyzing the results, you can turn your emails into powerful conversion tools.
Remember that the ultimate goal is to guide your subscribers toward the action you want them to take. An effective CTA is one that captures their attention, offers clear value, and eases the path to conversion.
Turn your emails into conversion magnets with irresistible CTAs that drive the growth of your business. Now it’s your turn! Put these tips into practice and create CTAs that your subscribers will fall in love with. Success awaits you! 🚀
Sources cited
1. How to Create CTAs That Improve Email Engagement | Mailchimp, accessed: February 26, 2025, https://mailchimp.com/es/resources/cta-email/
2. How to create a call to action (CTA) that works – MailerLite, accessed: February 26, 2025, https://www.mailerlite.com/es/ultimate-guide-to-email-marketing/call-to-action
3. How to Create Powerful Email CTAs [30+ Examples] – Omnisend, acceso: febrero 26, 2025, https://www.omnisend.com/blog/email-cta/
4. Good practices to write the best CTAs: optimize clicks and conversions in your emails – Acumbamail, accessed: February 26, 2025, https://acumbamail.com/blog/call-to-action-buenas-practicas/
5. CTA best practices: 9 tips for writing irresistible calls to action (+ examples & bonus tips), acceso: febrero 26, 2025, https://www.regie.ai/blog/cta-best-practices
6. Email CTAs: Best Practices & Examples [2025] – Moosend, accessed: February 26, 2025, https://moosend.com/blog/email-cta/
7. Email Call to Action Best Practices – Stripo, accessed: February 26, 2025, https://stripo.email/es/blog/email-call-action-best-practices-examples/
8. 39 Examples of the Best Call To Action – Duda Blog, accessed: February 26, 2025, https://blog.duda.co/es/ejemplos-de-los-mejores-call-to-action
9. 100+ Email CTA Examples and Best Practices – Brevo, accessed: February 26, 2025, https://www.brevo.com/blog/email-call-to-action-best-practices/
10. ▷ 50 examples of calls to action or CTAs that you can use – Benchmark Email, accessed: February 26, 2025, https://www.benchmarkemail.com/es/blog/50-llamadas-a-la-accion-para-tu-marketing-digital-2/
11. 120 Email CTA Examples and Best Practices – Mailpro, accessed: February 26, 2025, https://es.mailpro.com/blog/120-ejemplos-de-cta
12. Guide to Direct Mail CTAs: Campaign Types and Best Practices – Lob, acceso: febrero 26, 2025, https://www.lob.com/blog/direct-mail-ctas-guide
13. Why should we do email testing? – Benchmark Email, accessed: February 26, 2025, https://www.benchmarkemail.com/es/blog/pruebas-de-correo-electronico/
14. The 10 best Email Marketing practices that you should follow to succeed with your shipments, accessed: February 26, 2025, https://www.ttandem.com/blog/email-marketing-las-10-mejores-practicas-que-debes-seguir-para-triunfar-con-tus-envios/
15. 2022 Email Marketing Benchmarks by GetResponse, accessed: February 26, 2025, https://www.getresponse.com/es/recursos/reports/benchmark-de-email-marketing
16. Writing an irresistible email CTA, a Knowledge Hub Article by Emphasis Training, acceso: febrero 26, 2025, https://www.writing-skills.com/knowledge-hub/writing-for-marketing/how-to-write-email-call-to-action
17. The Complete Checklist for Creating Compelling Calls-to-Action – HubSpot Blog, acceso: febrero 26, 2025, https://blog.hubspot.com/marketing/call-to-action-optimization-ht
