How to design CTAs that convert in your email campaigns

When opening an email, we are looking for a unique opportunity to capture the attention of the person on the other side of the screen, and getting that person to do more than just look requires one essential ingredient: a CTA (call to action) in email marketing. That small, but powerful button or link is the bridge between your message and the action you want your reader to take.

Have you ever opened an email, seen a generic “Click here” button, and ignored it? You were probably not convinced by the message or the design didn’t catch your attention. A CTA must be visible, clear, persuasive, and relevant . In fact, according to a study by WordStream , optimized CTAs can increase conversion rates by up to 12%.

We recently encountered this problem in a campaign for a technology company. We redesigned their CTAs using an approach that combined visual design, clear messaging, and a touch of urgency. The results were immediate: click-through rates skyrocketed by 40%, proving that CTAs are the direct connection between your words and your audience’s actions.

In this article we will show you how to design CTAs that really convert in your email campaigns and we invite you to explore the art and science behind these small but powerful elements.

Designing effective CTAs

Designing effective CTAs in email marketing campaigns requires going beyond the superficial. An attractive button is not enough; behind every click there are strategic decisions based on consumer psychology, visual design and a deep understanding of the target audience. This section explores how to design CTAs that attract and convert.

A CTA should tell the user exactly what action to take and what benefit they will get from doing so. If the proposition is not clear, conversions drop dramatically. Think about how users scan an email: on average, they spend just a few seconds deciding whether the content is worth their attention. During that short window, the CTA should be unambiguous.

For example, an email promoting a white paper might include a CTA like “Download the full 2024 Trends Report.” This message is specific, direct, and communicates the benefit. In contrast, something generic like “Click here” or “Learn more” lacks the context needed to motivate the reader.

Additionally, we need to align the clarity of the CTA with the context of the message . As Nancy Duarte states at Resonate , “emotional connection and clarity are inseparable when seeking to influence.” If the text of the email creates anticipation about an exclusive resource, the CTA should reinforce that narrative and not distract with vague promises.

2. Visual design that encourages interaction

Visual design is the vehicle that leads the user to action. A CTA should stand out, but without breaking the harmony of the email. This is where we must consider design principles such as:

• Contrast: CTAs should stand out from the rest of the email design. If the email background is white, a blue or orange button provides the contrast needed to grab attention.
• Size and spacing: A button that is too small can go unnoticed, while a disproportionately large one can feel intrusive. The design must balance visibility with user experience (UX) . According to a study by Crazy Egg , buttons with a minimum size of 44 pixels in height and width are ideal to ensure comfortable clicks, especially on mobile devices.
• Readable and direct texts: the text inside the button should be concise, using action verbs such as “Download”, “Book”, “Explore” or “Access”. Fonts should be legible, avoiding decorative styles that make understanding difficult.

Colours evoke emotions and can directly influence the decision to click. A KISSmetrics report notes that warm coloured buttons, such as red or orange, tend to generate more engagement as they are associated with urgency and action. On the other hand, cool colours such as blue evoke trust and serenity, which can be useful for industries such as financial services or consulting.

Context is also important. In an email marketing campaign for a SaaS client, we tested a green CTA versus a red one. Green performed better when the message was educational, while red performed better in brazil email list  emails geared toward limited promotions. This learning underscores the importance of aligning CTA color with the intent of the email.

4. Incorporate urgency and exclusivity

People respond to stimuli that make them feel like they will miss out 6 major benefits of affiliate marketing in 2024 on something valuable if they don’t act immediately. Urgency is a powerful psychological tactic that, when used correctly, can significantly increase conversions. Phrases like “Last days to sign up” or “Exclusive offer until facebook users Friday” inspire immediate action.

In our campaigns, we have implemented CTAs such as “Register now before the seats are sold out” in webinars with high demand, achieving an improvement in click-through rates of up to 40%. However, this strategy must be handled with caution: overusing urgency can erode trust if the offer is not truly limited.

5. Personalization: The human touch in the CTA

Personalized emails are more likely to be relevant, and automation tools like HubSpot allow you to customize the body of the email and buttons. Including elements like the recipient’s name or direct references to the reader’s context can make a big difference.

For example, instead of a generic CTA like “Download the guide,” we tested “John, download your personalized guide here.” This small detail made users feel like the content was tailored just for them, increasing clicks by 22%.

6. Constant testing: the path to optimization

Like any aspect of marketing, designing CTAs requires constant iteration, and A/B testing is one tool for perfecting them. By testing variations of text, color, size, and placement, we can identify which elements resonate most with our audience.

In a recent campaign, we tested two versions of a CTA: one with the text “Explore our solutions” and another with “Discover how to transform your business.” Although both were clear, the second version got 18% more clicks, possibly due to its focus on the direct benefit to the reader.