Where to place CTAs to increase engagement

Email is a marketing channel that is holding its own despite increasing competition from other digital platforms. Newsletters, in particular, are crucial tools for nurturing relationships with prospects and customers. However, within these communications, the element that really determines whether we achieve a specific action or not are the CTAs (call to action). In essence, they are the mechanism between the message and the desired action.

Let’s illustrate its importance with an example: a few months ago we worked with a B2B software company whose newsletters generated opens but very few interactions. When reviewing their emails, we found that the CTAs were buried at the end of the content, where the reader’s attention had already waned. After strategically relocating the CTAs, click-through rates doubled.

This led us to dig deeper into where you should place CTAs in your newsletters to maximize engagement. So in this article, we’ll cover strategic principles, common mistakes, and practical examples, all backed by research and real-life cases.

Place CTAs strategically

The placement of CTAs in newsletters is a critical factor that directly influences engagement and conversion rates. The question is not just what to say , but also where to place it to maximize the likelihood that the reader will take action. According to a study by Nielsen Norman Group , users decide whether to engage with a piece of content within the first ten seconds of reading, making strategic placement of CTAs essential.

Below we will analyze the three most effective  positions for belgium email list CTAs in newsletters , backed by data, practical examples and psychological foundations.

1. The “Above the Fold”: capturing early attention

The “above the fold” section—the area that is visible without having to scroll— is one 5 b2c marketing principles that also work in b2b businesses  of the most valuable spaces in a newsletter. Users who open an email usually spend their first few seconds scanning this area, so placing a CTA here greatly increases the chances  of  facebook users capturing their attention.

Why it works:

• Visual primacy: According to the principle of primacy, users remember the first elements they see best. A CTA placed in this area takes advantage of this psychological effect.
• High visibility: On mobile and desktop, “above the fold” ensures that the CTA does not go unnoticed.
• Immediate clarity: Placing CTAs early establishes the purpose of the email from the start, preventing the reader from getting lost in secondary content.

Recommendations for “above the fold”:

• Keep it short and benefit-oriented: for example, “Download our free guide” or “Activate your trial today.”
• Integrate the CTA with an eye-catching headline: A catchy phrase like “Transform your business with our new solution” followed by the CTA can quickly grab attention.
• Avoid aggression: Although this position is valuable, it should not feel intrusive. Keep a persuasive but friendly tone.

2. Within the content flow: context and relevance

A CTA embedded in the body of the email can be effective because it is presented at a point when the reader is already engaged with the content . This placement leverages context to make the CTA feel natural and relevant, rather than being perceived as a disconnected element.

Why it works:

• Narrative context: CTAs placed after a key point in the content take advantage of the reader’s willingness to act after receiving relevant information.
• Cognitive fluency: According to Daniel Kahneman in Thinking, Fast and Slow , users tend to take action when they encounter clear, easy-to-process information. A contextual CTA reduces friction by aligning perfectly with the previous message.
• Greater reading depth: Users who have read a portion of content are more engaged and therefore more likely to click through.

Recommendations for contextual CTAs:

• Align the CTA with the content above: For example, if the text is about increasing productivity, a relevant CTA would be “Access our productivity guide.”
• Use supporting text: Introduce the CTA with a phrase that reinforces its relevance, such as “Ready to optimize your strategy?”
• Avoid content overload: While contextual CTAs are effective, they should not interrupt the natural flow of the message.

3. The end of the email: the forceful closing

The end of the email is the classic place to place CTAs. Here, the reader has reached the conclusion of the content and is in the perfect position to take action, especially if the preceding content has generated enough interest or credibility. Although it is not the most visible place, the end of the email is an excellent space for conversion-oriented CTAs.

Why it works:

• Psychological closure: According to the recency effect, users remember the last items they see better. A CTA at the end of the email benefits from this effect.
• Culminating call to action: By the end of the email, the reader has already received the full information, making a focused CTA a logical next step.
• Persuasive storytelling: A well-placed CTA at the end can reinforce previous content, leading to a clear, actionable conclusion.

Recommendations for final CTAs:

• Reinforce the message of the email: for example, “After reading this success story, why not schedule your demo?”
• Pair it with visuals: a bold button or prominent link ensures the CTA is easy to find.
• Avoid relying solely on this position: although the end is valuable, not all readers will make it this far. Complement with CTAs in other positions.