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April 4, 2016
Marketing  |  8 min read

75 Calls-to-Action to Use in Your Email Marketing Campaigns

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Kim Stiglitz

When you create an email marketing campaign, one of the most important components is the call-to-action or CTA. A call to action grabs a subscriber’s attention and encourages him or her to act.

For this action-packed post, we’ve curated 75 calls to action, broken out by category, plus five tips to help you use calls to action effectively in your email marketing campaigns.

75 calls to action that get clicked

CTAs that encourage a purchase

  • Shop now
  • Shop our fall collection
  • Shop now. Get 50 percent off.
  • Shop our best sellers
  • Act now
  • Save today
  • Buy now
  • Buy now. Pay later.
  • Buy it today
  • Yes! I want one.
  • Order now
  • Repeat your order
  • Claim your coupon
  • Reveal my mystery coupon
  • Start saving today
  • Don’t delay. Save now.
  • See your hand-selected deals
  • Get 50% off now
  • Shop for the clothes you want
  • Get the style you want
  • Get your winter wardrobe
  • Get free shipping
  • Free gift with purchase

CTAs for the holidays

  • Find holiday gifts
  • Shop Santa’s favorites
  • Order now. Get it before Christmas.
  • Spread holiday cheer
  • Tis the Season. Donate now.
  • Claim your birthday coupon
  • Shop birthday deals
  • Yes! I want my birthday deal.
  • Our gift: 15 percent off

CTAs for content

  • Learn more
  • Read more
  • Curious? Read on
  • Download the eBook
  • Download now
  • Keep reading
  • Read the full story
  • Get the app

CTAs for video

  • Watch now
  • See the crazy video
  • Hear from our CEO
  • Hear her story
  • See the difference you make

CTAs for events

  • Reserve your seat
  • Register now
  • Book your tickets
  • I’m coming!
  • I’ll be there!
  • Count me in!
  • Book now for early bird prices
  • Sign me up
  • Save me a spot
  • Register for our webinar

CTAs for service-based businesses

  • Book your next appointment
  • Start your free trial
  • Upgrade now
  • Yes! I want a free upgrade.
  • Make me a VIP
  • Sign up and save

CTAs that focus on results

  • Find out how
  • Start today
  • See how your business benefits
  • Get results now
  • Start now. Get results.
  • I’m ready to see a change

CTAs to collect feedback

  • Complete our five-minute survey
  • Take a survey
  • Leave a review
  • Give us your feedback
  • Let us know how we did

CTAs for social media

  • Follow us
  • Stay connected on social
  • Like us on Facebook

5 tips to use CTAs effectively in your email marketing

Now that you’ve got your call to action mojo running, here are five tips to use CTAs effectively in your next email campaign.

1. Number of calls-to-action

How many calls-to-action should you have in one email? It might seem like more CTAs give subscribers more options, which means increased engagement with your brand. But that’s always how it works.

If your email has too many calls to action, subscribers could get overwhelmed. Make the choice simple by providing one call to action, and if you must have more than that, give your secondary CTA a different weight by making it a different color or placement.

2. Call-to-action placement

Where’s the best place to put a call-to-action? There’s a lot of debate on this one. Some email marketing experts say your call-to-action should be “above the fold,” which means subscribers should see the call to action without scrolling down. Others say placing the call to action at the bottom of an email makes the most sense.

They’re both right. To figure out which one is right for your email, use common sense. If a subscriber can quickly understand the purpose of your email, placing a call-to-action above the fold makes sense. However, if your offer requires some explanation, put the call to action at the end of the email.

In the example below from Birchbox, the call to action is placed at the end of the email because the offer requires some explanation:

Birchbox Call to Action

3. Call-to-action design

Your call to action should stand out. That means you should make a few design decisions that encourage subscribers to click. Here’s a list to consider:

Create a button

You can still include hyperlinked text in your message, but don’t use it as the sole call to action. Create a call to action button. Using a button rather than a hyperlink can increase conversion rates by as much as 28 percent.

Pick a unique color

Make the email call to action a color that’s not used, or rarely used, in your email so it stands out. Take a look at the email from De Beers. Notice the light blue color used for the call to action.

De Beers Call to Action

Size matters

Make sure the button looks right size-wise in your email. Preview your email after it’s designed to make sure the call to action fits with your overall presentation.

Use whitespace to your advantage

Don’t feel the need to clutter the area around your call to action, leaving white space near it draws the eye. Take a look at the white space around the “Register Now” call to action used in an email by SXSW:

SXSW Call to Action

4. Call to action copy

Don’t underestimate the importance of word choice in your call-to-action. The words in your call to action provide the necessary direction for subscribers to follow through with an action. Use these tips to get your wording right:

Use action-inducing words

You want subscribers to act fast, so make sure your word choice reflects that. Use action words like “shop,” “book,” and “order.” Tack on an urgent word to encourage instant action like “now” or “today.” 

Keep it short

Your call to action should be short and to the point. Notice that most of the call to actions in our master list above are about two to four words long. That’s what you should aim for.

Be relatable

More and more calls-to-action contain “I” or “me” in the copy. You’ll notice several examples in our list like, “Yes! I want a free upgrade” or “Count me in!” Using language like this makes a call to action more relatable and encourages subscribers to click.

5. Test your CTA

A small change in your call to action can make a big difference. You might not expect higher click-thru rates as a result of moving your call-to-action above the fold, or changing the color, but it happens all the time. That’s why testing is important.

You can test every aspect of your call to action. From placement to copy, you can test various aspects and let your audience’s response decide what’s best.

Of course, you only want to test one thing at a time or you won’t know which change makes a difference. For example, if you want to test call to action copy, one group of subscribers gets an email with “Shop Now” as the call to action copy and the other group gets an email with “Shop our Spring Collection” as the call to action copy. The test focuses on one thing: the text. Use the data to make the best choice.

Wrap up

Using this extensive list of calls to action and tips, you can create emails that encourage swift action from your subscribers.

Email Marketing for the Rest of Us - Download Now

This article was written by Kim Stiglitz from Business2Community and was legally licensed through the NewsCred publisher network.

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