One of the most critical elements of an email marketing campaign is the call to action (CTA).

A good CTA should encourage readers to take action. Whether that’s signing up for a subscription, visiting a landing page, or buying a product, CTAs play an important role.

With this in mind, let’s dive into the ins and outs of email CTAs in this article. We’ll take a look at why CTAs are so important and include plenty of examples to help you get started.

What is a CTA in email marketing?

CTA in email marketing is a specific prompt or instruction that provokes email subscribers to take action. Effective CTAs are clear, concise, and action-oriented.

In emails, CTAs usually appear as buttons but can sometimes be included as hyperlinked text too. They should always be placed strategically to encourage click-throughs, and the design and wording used are also important.

Shop Now is a tried and tested CTA example used by many e-commerce brands.

Why is it important to have a strong email CTA?

A strong email CTA is important as it guides subscribers towards an action, helping your business achieve its goals. A good CTA will positively affect traffic to your website and your conversion rates, so it’s important to get it right. Click-through and conversion rates do vary between industries, so we would recommend benchmarking your click-through rate against competitors.

How do you create a strong email CTA for your business? Let’s look at some specific examples by industry.


In the tech industry, innovation drives progress. A compelling CTA can capture subscribers’ attention and encourage them to find out more about a brand.

This email gives subscribers two options, but the green CTA drives immediate action toward a desired goal.

Here are some great CTA examples for brands in the tech industry to try:

  • Start your free trial
  • Upgrade to the latest version
  • Schedule a demo
  • Try for free 
  • Join our tech community
  • Request a spot
  • Pre-order now
  • See it in action
  • Sign up today
  • Grab your discount 


Email CTAs in the e-commerce world should be concise. To encourage customers to shop, finding the right wording is key.

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Everlane’s abandon basket email is casual, concise and on-brand. It complements the prospective customer and entices them to return to complete their order. 

Here are some other compelling CTA examples of brands in the e-commerce world:

  • Shop now
  • Return to cart
  • Claim your discount/gift
  • Don’t miss out
  • Shop new arrivals
  • Take 10% off
  • Shop the sale
  • Shop limited deals
  • Browse the collection
  • Add to cart

Home and Decor

For brands operating in the home decor industry, CTAs can overlap with those in the e-commerce world. However, many home brands include emotion-evoking words and address specific needs.

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If you’re a home decor brand, here are 10 other examples to try out:

  • Browse home trends
  • Make a statement 
  • Get the look
  • See what’s new
  • Shop the collection
  • Unleash your creativity
  • See what’s trending
  • Read our expert tips
  • Shop smart
  • Refresh your sanctuary

News & Entertainment

Driving participation is key for publishers in the news and entertainment industry. From captivating readers with loyalty programmes to viewing the latest stories, successful CTAs direct audiences to immersive experiences.

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This CTA is simple and effective. Sometimes, all you need is a bold colour contrast and a “Learn more” button to prompt reader action. 

Here are 10 other CTAs to try out if you’re in the news, entertainment and publishing industry.

  • Read the article
  • Stay informed
  • Download now
  • Join the conversation
  • View other resources
  • Get your tickets
  • Listen now
  • Take a look
  • Download PDF
  • Join today for free


Effective B2B email CTAs are all about forging successful partnerships and driving businesses forward.

This CTA includes the phrase “download the report”, which, although a common CTA, is effective and compelling.

Let’s explore some more encouraging B2B email CTA examples: 

  • See how
  • Read the article
  • Sign up in 30 seconds
  • Create content your way
  • Explore top use cases
  • Book a strategy session
  • Request a tailored quote
  • Unlock exclusive content
  • Take me to the blog
  • Tell me more

Tips for effective CTA emails

There are plenty of combinations your brand could try when it comes to email CTAs. The key to finding what works for you is testing. 

The following tips will help you finalise your email CTAs:

1. Understand your audience

You can’t inspire your audience to take action if you don’t know them and their pain points. Research your target market and segment your email list based on their demographics, interests, and behaviors. Use relevant and personalised messages to show how your offer can solve their pain points.

2. Keep it simple and on-brand

Encourage action with simple messages to eliminate any confusion over the next steps. Always refer back to your brand’s tone of voice.

3. Personalise your message

Use dynamic content to personalise emails by adding your subscribers’ names, locations, or other relevant details and harness CRM data to tailor messaging based on their preferences or past interactions.

4. Create urgency and scarcity

Use time-sensitive or limited-quantity offers to motivate your subscribers to act fast. Use words like “now”, “today”, or “last chance” to create a sense of urgency. Use phrases like “only a few left”, “while supplies last”, or “exclusive deal” to create a sense of scarcity.

5. Optimise the design and placement

Use contrasting coloured buttons and bold fonts to capture attention, and utilise above-the-fold positioning for your CTAs for maximum effect.

6. Use buttons (over body copy links)

Using visually appealing and striking CTA buttons can increase click-through rates. Avoid using hyperlinked text in your body copy as it can be easily overlooked.

7. Ensure mobile-friendliness

Many of your subscribers will read your emails on mobile devices, so mobile-friendliness is key. Use a responsive design that adapts to different screen sizes to make it a breeze for mobile users to take action.

Wrapping Up: Email CTA examples

Email CTAs act as a bridge between intent and action. 

When you take the time to craft thoughtful and compelling CTAs, you can inspire, engage, and create the outcomes you want. 

The last piece of the puzzle is the need to choose an email marketing platform that helps you to easily create personalised email campaigns and newsletters.

Request a demo – Get to know Newsletter Glue with a helping hand from our team.

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