Correctly identify your email CTA
Posted: Mon Apr 21, 2025 7:04 am
Such personalization once led to a 90% click-through increase for Unbounce, so why not test it and give it a new lease of life now?
The first rule of the email marketers club is: you shall not put more than one CTA in an email. The second rule of the email marketers club is: you shall not put more than one CTA in an email.
The third rule of the email marketer's club is: To ensure your CTA is catchy but not distracting, target it correctly .
First, regarding the number of CTA buttons in an email:
“More options, more choices and clicks” doesn’t work here. Your many CTAs can confuse or occupant resident lists overwhelm a user. Remember the attention ratio in marketing: it should be 1:1 between what a person can do on a page and what you want them to do.
The more options you offer, the more likely you are to lose their attention. Plus, you risk triggering one of these effects by having too many options:
Choice Paralysis: The more options we have, the more challenging or even demotivating it will be for us to make a decision.
Buyer's remorse: The more options we have, the more likely we are to regret the decision, thinking it might be the wrong one.
So, if you want a user to decide and take action, give them a direct CTA to consider.
But, as is often the case in marketing, there are some exceptions to the rule:
Feel free to include multiple calls to action if they will lead a user to the same page .
Consider a few CTAs in an email if it is about e-commerce promoting different products/services . In that case, design your email accordingly: separate it into sections, each with a different call to action. It will make it easier for users to scan your email and understand what each area is about.
And now, for an email CTA position:
The best solution would be to place it "above the fold" for readers who don't like to scroll to see it anyway. Other suggestions depend on the device your target audience prefers to read emails.
The first rule of the email marketers club is: you shall not put more than one CTA in an email. The second rule of the email marketers club is: you shall not put more than one CTA in an email.
The third rule of the email marketer's club is: To ensure your CTA is catchy but not distracting, target it correctly .
First, regarding the number of CTA buttons in an email:
“More options, more choices and clicks” doesn’t work here. Your many CTAs can confuse or occupant resident lists overwhelm a user. Remember the attention ratio in marketing: it should be 1:1 between what a person can do on a page and what you want them to do.
The more options you offer, the more likely you are to lose their attention. Plus, you risk triggering one of these effects by having too many options:
Choice Paralysis: The more options we have, the more challenging or even demotivating it will be for us to make a decision.
Buyer's remorse: The more options we have, the more likely we are to regret the decision, thinking it might be the wrong one.
So, if you want a user to decide and take action, give them a direct CTA to consider.
But, as is often the case in marketing, there are some exceptions to the rule:
Feel free to include multiple calls to action if they will lead a user to the same page .
Consider a few CTAs in an email if it is about e-commerce promoting different products/services . In that case, design your email accordingly: separate it into sections, each with a different call to action. It will make it easier for users to scan your email and understand what each area is about.
And now, for an email CTA position:
The best solution would be to place it "above the fold" for readers who don't like to scroll to see it anyway. Other suggestions depend on the device your target audience prefers to read emails.