Seven Tips for Writing a Powerful Email CTA

  • Levon Khachatryan
  • May 10, 2023
  • 6 min read

Have you ever sent an email that you thought was perfectly crafted, only to receive no response or action from the recipient? If so, you’re not alone. Writing an effective email call to action (CTA) can be a challenge, but it is an essential component of any successful email communication. According to statistics, personalized CTAs convert 42% more visitors, so it is really important to have a clue about this.

In this article, we will provide you with seven tips for writing a powerful email CTA that will help you achieve your desired outcome and increase the chances of a successful response from your recipient.

What is CTA (Call-to-Action)?

At its core, a Call-to-Action, or CTA, is an invitation to take action. In the world of email communication, a CTA usually takes the form of a button or link that prompts the reader to take a specific action, such as signing up for a newsletter or making a purchase.

Mastering the Art of Email CTA

When it comes to email communication, the call to action (CTA) is an essential element that can determine the success or failure of your message. A well-crafted CTA can inspire action and lead to positive outcomes, while a poorly constructed one can result in confusion or inaction. To write a powerful email CTA, it’s important to understand your audience, be clear and concise in your language, and provide a compelling reason for the recipient to take action. It is also mention-worthy that CTA in your email can be a part of your email branding strategy.

In this article, we will provide you with seven tips for writing a powerful email CTA that can help you achieve your desired outcome. These tips include starting with a clear objective, using action-oriented language, providing a sense of urgency, and avoiding vague or ambiguous language. We will also cover how to tailor your CTA to your specific audience and how to make your CTA stand out visually in your email. By following these tips, you can improve the effectiveness of your email communication and achieve better outcomes.

1. Provide clear and specific Email CTA

When it comes to crafting a powerful CTA, clarity, and specificity are key. Make sure your CTA clearly states what action you want the reader to take. Avoid vague language that could leave the reader uncertain about what to do next. Instead, use clear and concise language that leaves no doubt about what action you want them to take.

For example, if you want your reader to sign up for a newsletter, your CTA could say something like, “Sign up now for our weekly newsletter.” This is clear and specific and lets the reader know exactly what they will be signing up for.

On the other hand, if your email CTA simply says, “Click here,” the reader may be unsure about what they will be clicking on and why. This lack of clarity could lead to confusion and reduce the likelihood that the reader will take the desired action.

2. Provide value

When crafting a CTA for your email, it’s important to provide value to your readers. In other words, you should explain why taking the action you’re asking for will benefit the reader. This can help motivate them to take action and increase the likelihood of a positive response.

For example, if you want your reader to download an e-book, your CTA should explain the benefits of doing so. You might say something like “Download our free e-book for expert tips and advice on improving your skills.” This not only tells the reader what action to take, but also provides a clear benefit that they can expect to receive.

When providing value in your CTA, it’s important to think about your audience and what they care about. Consider their pain points, interests, and motivations, and tailor your CTA accordingly. By providing value in your CTA, you can help build trust with your audience, establish yourself as a thought leader, and ultimately drive more engagement and conversions.

3. Use action-oriented language

Action-oriented language is a crucial component of a powerful email CTA. This means using language that encourages the reader to take action and conveys a sense of urgency. Action-oriented language can help create a sense of momentum and motivate your readers to act quickly. For example, instead of using passive language like “Learn more,” you could use action-oriented language like “Start learning now.” This creates a sense of urgency and encourages the reader to take immediate action.

In addition to creating a sense of urgency, action-oriented language can also help you stand out in a crowded inbox. By using language that is bold, direct, and compelling, you can grab your reader’s attention and make your CTA more memorable. When using action-oriented language in your CTA, be sure to focus on the benefits of taking the desired action. Emphasize the value that the reader will receive and the impact that it will have on their life or business. By doing so, you can create a sense of excitement and motivation that can help drive conversions and engagement.

Email app logo in the device

4. Keep it short

When it comes to crafting a powerful email  CTA, brevity is key. A long and convoluted CTA can be overwhelming and confusing to your readers, reducing the likelihood that they will take action. To increase the effectiveness of your CTA, it’s important to keep it short and to the point. Your CTA should be clear and concise, using as few words as possible to convey your message. Avoid using unnecessary phrases or jargon, and focus on conveying the essential information that the reader needs to take action. To ensure that your CTA is as clear and concise as possible, try to focus on a single action that you want the reader to take. If you have multiple actions that you want the reader to take, consider creating separate CTAs for each one.

Remember, your reader is likely busy and has a limited attention span. By keeping your CTA short and to the point, you can make it easier for them to understand and act on your message, increasing the likelihood of a positive response.

5. Use contrast

Using contrast is an effective way to make your CTA stand out and grab the reader’s attention. Contrast refers to the use of differences in color, font size, or style to highlight key elements of your CTA. For example, you could use a bold and contrasting color for your CTA button to make it more eye-catching. Or you could use a larger font size or a different font style to make your CTA stand out from the surrounding text. Remember, more than 90% of visitors who read your headline also read your CTA copy.

Using contrast can also help to create a sense of hierarchy, making it clear to the reader which elements of your email are most important. By using contrast to highlight your CTA, you can make it more prominent and increase the likelihood that the reader will take action. When using contrast in your CTA, be sure to keep it consistent with your brand and the overall design of your email. Too much contrast or a jarring color scheme can be off-putting and detract from the effectiveness of your CTA.

6. Be strategic with placement

Strategic placement of your CTA is crucial to ensuring that it gets noticed and drives action. Moreover, if you write a business email, including a good-fitting CTA in your email is important. Here are a few tips for placing your CTA in the most effective location:

  • Above the fold: Place your CTA above the fold, which is the portion of the email that is visible without scrolling down. This ensures that the CTA is one of the first things the reader sees.
  • In the center: Placing your CTA in the center of your email can make it more prominent and eye-catching. This is especially effective if you have a large and visually appealing CTA button.
  • Near-relevant content: If your email CTA is related to a specific piece of content in your email, such as a product or promotion, place the CTA near that content. This makes it easier for the reader to understand the value of the offer and take action.
  • Multiple placements: Consider placing your CTA in multiple locations throughout your email, such as at the top, middle, and bottom. This ensures that the CTA is always visible and easily accessible, no matter where the reader is in the email.

Desktop and laptop

7. Use urgency

One effective way to make your CTA more powerful is to use urgency. Urgency creates a sense of importance and encourages the reader to take immediate action. Here are a few ways to incorporate urgency into your CTA:

  • Limited-time offers: If you’re promoting a sale or discount, include a specific deadline for when the offer expires. For example, “Get 20% off your purchase, but act fast – this offer expires in 24 hours!”
  • Scarcity: Highlight limited availability or stock. For example, “Only three spots left for our upcoming webinar!”
  • Countdown timers: Use a countdown timer in your email to show when an offer or event is about to expire. Seeing a ticking clock can create a sense of urgency and prompt the reader to take action.
  • Urgent language: Use strong action words and phrases like “act now,” “limited time,” “don’t miss out,” or “last chance.”


In today’s fast-paced world, we rely heavily on email to communicate with our colleagues, friends, and loved ones. And when it comes to email marketing, a powerful Call-to-Action (CTA) can be the difference between success and failure. Crafting a compelling CTA that motivates your reader to take action is crucial to achieving your desired results. Whether you’re looking to boost sales, increase engagement, or simply encourage a response, a well-written CTA can make all the difference.

SEO Content Writer

Levon Khachatryan

Levon is an SEO Content Writer at SayNine. He is a hard-working and highly motivated person with a big-time desire to create content on branding, digital marketing, and advertising. He enjoys both the writing and research process. Apart from his job, he is a great cinema lover and student for life.