Role of CTA in your email

Role of CTA in your email

Posted under Email Best Practices , Transactional Email on July 26, 2017

How do our campaigns compare?

As a digital marketer, you are always hungry for quality insights about how your campaigns are performing.

What kind of open rates should companies like yours expect?

When it comes to email bounces, how much is too much?

How can one measure the success of an email program?

Here’s a list of industry benchmark for email CTR statistics

The key to successful email program is the level of engagement. And when it comes to measuring engagement in an email, one of the most useful metrics is click through rate.

Why is my email click through rate lower than expected?

You’re writing great subject lines, simple easy flowing content, but still not able to get the desired clicks to your website or to the offer landing page from your email campaign.

The culprit could well be the seemingly innocuous call-to-action button you’re using in your email campaign.

What is a Call-to-action button?

Aptly termed as “Call To Action”, these commands are designed to make users act on a specific task related to the content they’ve just been reading. Call to action, or commonly known as CTA, is a critical component of your email program. If you don’t ask your reader to take any action, then how will you ever increase your queue of leads or gain new customers?

CTAs are important for the success of marketer because they provide clear and straight forward direction to readers on the next steps.

Importance of having the right CTAs for your email

The right Call-to-action in email has the power to close the expectation gap and enable users to take the desired action on the email.

According to UXMovement, every CTA button falls under three types:

  1. Positive – Changes, sends, or adds information
  2. Neutral – Makes no change or takes users back a screen (e.g. Cancel)
  3. Negative – Deletes, resets or blocks information

What are secondary CTAs?

Secondary CTA is a Call-to-action that provides a supporting link to the primary CTA or can be an alternative action to the primary CTA. In most cases, secondary CTAs are of less prominence in comparison to primary ones. These are used mostly for user engagement by telling them more about what you offer.

Why should I opt for secondary CTA?

Secondary CTA is no less than a primary CTA in importance. It is powerful enough to perform equivalent action as that of the primary CTA.

Use of a secondary CTA has many benefits than operating with only a primary CTA alone:

1. Supports your primary CTA

The most important thing you don’t want your secondary CTA to do is to compete with your chief goal. If your aim is to increase the number of survey forms to be filled, don’t divert your secondary CTA’s attention from it. Instead that you might go out with an option to share the survey forms and get a great number of them filled.

2. Converting leads to sales

Even though companies use heavy CRM software and try to maintain an incremental sales process. Secondary CTAs push users to move incrementally in the sales process which is anyway better than making the process stagnant.

You may also have users who have opted for only one service of yours, here’s where secondary CTAs prove powerful. Email marketers use secondary CTAs as a tool to cross-sell their services.

3. Assists other organisational goals

Let’s break the stereotype that CTA’s main focus is on sales. Other activities are equally important to your company, which can be social sharing and connection, email newsletter subscriptions, promoting a company-sponsored event, fundraising or any number of other business goals, taking feedback surveys. Choosing activities as secondary calls-to-action highly depend on your goals.

What roles can a CTA play in your email?

Use of CTA heavily depends on the type of industry you are in, the product you offer and related things. Following are some of the common use cases of CTAs, irrespective of the industry type.

1. Lead generating CTA

WordStream uses contrasting colors to make it bolder in the whole blue colored website theme. And the text of the CTA is clean as a whistle to promote the fact that they’re offering a free trial.

2. Sales CTA

Apple keeps its sales approach simple and clear. Minimal email body text supporting the CTA text with a clear-cut intention of getting sales done.

3. Informational CTA

Zapier’s welcoming email is a good way of leading users to their content. Also the text saying that they won’t stuff your inbox is a good way to gain user’s trust by assuring the quality of content will not be spammy.

4. Social sharing CTAs

There are two perspectives to social media CTAs.

  • Brand/organisation perspective: Brands include social media CTAs to establish brand awareness, gather feedback, provide important surveys, and increase audience on their social platforms.
  • Customer perspective: Customers use brand’s social accounts to gather info about new products or services, to follow the latest offers from the company.

5. CTA to collect feedback

Qrvey uses a perfect combination of CTA and the email content. The text of the CTA is clear and bold on its purpose. The email content handsomely supports the CTA by mentioning the validity of the survey, creating the hurry in the mind of a user.


The success of your email comes to one concentrated point, CTA. To crack the code of CTA, the simplest and best way is to understand what action you want your user to do. Start implementing CTAs and let the conversions rise.

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Akshay Tiwari|Inbound Specialist

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magnifіcent publish, very infⲟrmative.
I’m wondering why the other expertѕ of this sеctor ɗo not notice this.

You must continue your writing. I’m sure, yоu’ve a great readers’ base already!

Raghunandan Jagdish
Raghunandan Jagdish

Very well written post.

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