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How to create powerful email CTAs [30+ examples]

Reading Time: 11 minutes

One of the most common mistakes in email marketing is assuming your recipients know what to do after reading your email.

The truth is that without a clear and specific call to action (CTA), your email campaigns are likely to fall flat.

Rather than leave readers guessing what to do next, the best email CTAs ensure conversions by guiding them towards targeted goals. Such goals could include visiting your online store or signing up for an exclusive offer.

In this article, you’ll learn what a call to action is in an email, how they work, and why they’re effective. You’ll also see some of the best email call-to-action examples and understand what makes them so effective. Lastly, you’ll get a few bonus tips on crafting your own CTAs for your business.

In this post:

Get professional templates with high-performing CTAs for inspiration — create better emails & convert 5x more subscribers

What is a call to action (CTA) in an email?

An email CTA is a phrase or statement in an email that persuades the reader to take a specific action, such as buying a product. It’s usually concise and direct and appears as a button or link that stands out from the rest of the email. When readers click on it, they’re taken to a page where they can complete the desired action.

Want a quick rundown on email CTAs and how to use them to encourage shopping, feedback, and more? Veteran marketer Greg, the Senior Ecommerce Expert at Omnisend, breaks it down in this video:

How does an email CTA work?

Unlike transactional emails, marketing emails are only effective if recipients eventually complete a purchase. They will do just that if faced with a compelling call to action.

Email CTAs work by guiding people on what to do next. Strategically placed where readers would typically ask, “What now?” these buttons or links answer that question directly. Most importantly, they encourage your readers to take immediate action based on the compelling message of your email.

For example, consider that your goal for your email marketing campaign is to drive sales for a specific product. Your email copy should describe the product and the benefits of owning it. You might even include testimonials from previous customers. But what will drive customers to action is your CTA button, which might say “Order now,” “Yes, I want one!” or ”Buy at 20% off.” 

When clicked, the button leads them to the product page, where they can quickly add it to their cart and check out. Without this CTA, readers may be uncertain about their next steps, likely missing out on completing a purchase on your site.

On the other hand, going overboard with CTAs is generally not a successful strategy — our analysis of 229 million emails from the Black Friday Cyber Monday (BFCM) period reveals that emails with two or three CTAs garner the highest click rates, while emails with more than three CTAs tend to see lower click rates.

Number of CTAs vs Click rates

Email CTA examples

Here are some email CTA examples from actual brands to inspire your next campaign’s call to action phrases:

1. “Order today”

This call to action example from reMarkable emphasizes a limited-time offer and then leads your eyes to the CTA button in red. But what makes the call to action even more compelling is that it reiterates the urgency of buying today:

2. “Only available here”

This email CTA from To’ak and Robb Report is one of the best we’ve seen. It successfully sells the exclusivity and scarcity of their special edition chocolate and complete tasting kit. 

This CTA creates a sense of exclusivity and urgency by presenting a unique, limited-time opportunity just for the reader. It sparks curiosity and encourages immediate action.

email cta "only available here" example




Case study

Luxury chocolate brand To’ak Chocolate had for a while treated email as “a bit of an afterthought.”

But after partnering with Omnisend, the brand increased its email-generated revenue by 460%.

To’ak Chocolate’s automated welcome series alone boasts an impressive 47% open rate and 18% conversion rate.

Read the case study

3. “Reveal my deal”

You can use the power of mystery and curiosity to entice a desired action. Take Baking Steel’s email CTA, for example. 

It tantalizes readers with the promise of a mystery flash sale and exclusive promo code. The intrigue builds anticipation and excitement and incentivizes clicking to uncover their deal.

email cta example from baking steel campaign "Reveal my deal".

4. “Shop the new Paddock boot”

Simple and direct also does it, as demonstrated by Kerrits’ “Shop the new Paddock boot” email CTA. 

This CTA clearly directs readers to check out the launch of an innovative new product, while its simplicity also speaks to the email’s focus on advertising advanced footwear tech.

email cta example "Shop the new Paddock boot".




Case study

Kerrits’ transition from an entirely wholesale company to selling direct-to-consumer called for a new, savvy email strategy. 

Enter Omnisend. 

Now, Kerrits’ automated emails generate a 44% open rate, 23% click-to-open rate, and 21.7% conversion rate.

Read the case study

5. “Shop now with 10% off”

Rather than urgency, this email from Molekule emphasizes a discount. The discount is mentioned in the copy and repeated in the call to action.

Email CTA examples like this are particularly useful for browse or cart abandonment emails. They are also effective in welcome emails to incentivize a subscriber’s first purchase.

email CTA example with a discount
Image via Really Good Emails

6. “Save 10%”

Another of the best email call to action examples is this classic from Felina that uses a discount offer for immediate action. It’s a great way to incentivize first-time customers to make a purchase so they can take advantage of introductory savings.

email marketing CTA strategy with a discount
Image via Really Good Emails

7. “Get the deal”

Better.com’s “Get the deal” email CTA is an excellent example of how to work with your email copy when creating a CTA. 

In this case, Better.com presents an alluring offer from its security partner. It builds on the narrative in the email body to compel readers to click through to the deal’s landing page.

good way of using CTA in email marketing
Image via Really Good Emails

8. “Review the sheets”

Concision also helps when asking for reviews. In the product review email example below, Casper asks a subscriber to review a recent purchase. The primary question appears in large blue text, and then your eyes are immediately drawn to the blue button with the CTA phrase.

Casper's email asking for a review
Image via Really Good Emails

9. “See your recommendations”

ReelGood uses the same style for streaming recommendations. Check out this email where it previews personalized recommendations and a large CTA button that readers can click to see more.

email with personalized recommendations and a CTA button
Image via Really Good Emails

10. “Explore all Brooks gear”

Brooks handles its email CTAs differently. Instead of placing its email call to action on a button, the brand makes it the largest and most eye-catching part of the email. Check out this email that doubles as a quiz that will enable the brand to offer personalized product recommendations:

email with a quiz inside
Image via Really Good Emails

Did you know you can add personalized product recommendations to your emails automatically? Try Omnisend’s Product Recommender.

11. “Learn more about our vision” 

In some cases, a letter from the brand is more effective than a creative email. This was the case for the productboard brand when it announced a new round of funding to its subscribers. Here’s the email sent:

letter from the brand with a CTA
Image via Really Good Emails

12. “Get $5”

Imagine being offered $5, and all you had to do was click a big yellow button — of course, you’d click it! Now, picture that same email without a clear CTA button. If you ask, “Who wants $5?” but don’t give your readers a simple way to claim it, they won’t waste time digging through your social media or website to figure it out. You want to do it like Cards Against Humanity:

Black Friday email idea with a CTA and discounts
Image via Really Good Emails

More email CTAs for email marketing

Calls to action need to be clear and compelling, especially in ecommerce marketing, where the right CTA can be the main driver of revenue. 

Here are a few different types of CTAs and examples of phrases that get clicked:

Email CTAs to encourage product purchase

  • Shop now
  • Order now, get 50% off
  • Buy it now
  • Add to cart now
  • Yes! I want one

Email CTAs to encourage shopping

  • Shop our bestsellers
  • Get the style you want
  • Check the new collection
  • View personalized recommendations
  • Shop my style

Email CTAs for customer feedback

  • Take the survey
  • Leave a review
  • Complete a 2-minute survey
  • Let us know how we did
  • Yes, I’ll share my experience

Email CTAs for exclusive offers

  • Shop at 30% off
  • Get free shipping
  • Reveal my mystery coupon
  • Claim my birthday gift

Email CTAs for the holidays

  • Shop holiday deals
  • Save on Christmas gifts
  • Shop Santa’s best-sellers
  • Get your gifts in time
  • Gift now
Take your CTA email campaigns to the next level with Omnisend’s pre-built automations

5 best practices for email CTAs

Your email CTAs should be clear, compelling, and action-oriented. Follow these best practices and call to action email examples to create CTAs that encourage clicks:

1. Don’t overcomplicate it 

Keep your email CTA brief and straightforward, using no more than five words. 

Clarity is critical — your customers should instantly understand what action you want them to take. Use compelling verbs that trigger action, like “Get,” “Shop,” “Discover,” and “Save” to drive clicks. 

For example, personal grooming brand Supply uses a “SHOP NOW” CTA in this email:

supply email

Speak directly to your audience using first-person language, making it feel like a one-on-one conversation. For example, instead of “Get your free template,” try “Get my free template” to boost click-through rates. 

Remember, simplicity is your ally in crafting effective CTAs for your store’s email marketing campaigns. Here are some more examples of simple but successful CTAs:

  • Add to Cart
  • Buy Now
  • Save 50%
  • Claim My Offer
  • Unlock Insider Tips

2. Appeal to your audience’s FOMO

Create a sense of urgency in your CTAs with time-sensitive language to motivate quick action from your customers. 

Phrases like “Limited time offer,” “While supplies last,” or “Don’t miss out” tap into your customer’s fear of missing out (FOMO).

Highlight exclusive deals or limited stock to increase perceived value. For seasonal promotions, use CTAs like “Shop holiday deals now” or “Claim your birthday coupon.” 

Temporary tattoo retailer Tattly provides an excellent example of using birthday offers in email marketing with the phrase “last day!” to create FOMO:

tattly

Another effective way to create FOMO is with countdown timers in your promotional emails alongside CTAs like “24 hours left!” or “Ends at midnight!” to reinforce the urgency and drive immediate action from your customers.

3. Make it stand out visually

Create a separate button for your CTA rather than just hyperlinking text to make it an easily clickable element. 

CTA button text vs Click here

A vibrant CTA button that contrasts your email’s design will stand out. Bright reds, greens, and other colors not typically associated with your brand are best. 

Smartphone case brand Peel demonstrates this principle effectively by using a bright green CTA button against a black background in this email:

peel

The white space around your CTA button can also help isolate and maximize its presence. White space provides visual breathing room and makes the button more prominent without increasing its size.

Speaking of size, you want to keep your CTAs big enough for thumbs to easily tap, around 44×44 px.

With your CTA sized appropriately, focus next on its placement within your email. While positioning “above the fold” is good practice, don’t be afraid to experiment. Sometimes, placing the CTA after your message can be more effective.

4. Make it relevant

Ensure your CTA aligns seamlessly with the content of your email and your desired action. 

For product promotions, use action-oriented CTAs. If you’re launching a new clothing line, try “Discover your new style” or “Be the first to wear it.” For limited-time sales, create urgency with CTAs like “Shop the flash sale” or “Grab the deal before it’s gone.”

Content-related emails require going beyond simple “Read more” buttons for blog posts or articles. Try “Unlock insider tips” or “See the full story” to entice clicks instead.

Airbnb does this to good effect with the CTA “Start exploring” in this promotional email:

airbnb

For educational content, you could use “Boost your skills now” or “Start learning today” to emphasize the benefits of engaging with your material.

Welcoming language like “Start your free trial” or “Join our community” can work well for new prospects, while focusing on deepening the relationship with CTAs like “Upgrade your experience” or “Unlock premium features” is valuable for existing customers. 

For loyal customers, consider exclusive offers with CTAs like “Claim your VIP discount” or “Access members-only deals.”

5. Test and improve

Omnisend’s A/B testing feature helps optimize your email marketing efforts by comparing different campaign versions.

After creating two emails with different CTAs, perhaps with varying button colors, copy, placement, and design, you can distribute them and compare click-through rates (CTRs) for both versions. 

The winner can then be sent to your list. You can also set Omnisend to automatically send the version with the highest CTR.

Don’t be afraid to try unconventional CTAs — sometimes a unique approach like “Yes, I want to save money!” can outperform traditional options. 

Of course, CTAs aren’t the only elements you should test. It’s also worth testing:

  • Subject lines
  • Sender names
  • Offers or discounts
  • Images
  • Email content

Regular testing and optimization will help you find the most effective CTAs and other email elements for your audience and offerings.

3D printer manufacturer Creality leveraged Omnisend’s A/B testing to optimize its abandoned cart emails. It tested various elements, including subject lines, content, and sending times, leading to impressive results: €560,000 in recovered sales, 54% open rates, and 8.25% click rates for abandoned carts.

Read the case study

Email CTA mistakes to avoid

While there is a degree of trial and error when crafting email CTAs, there’s no reason to make these common mistakes:

Overloading with multiple CTAs

Overloading emails with multiple CTAs can confuse recipients and dilute your message. Instead, focus on a single, clear call to action per email to guide readers to a desired action.

Using vague language

Using vague or generic CTA text like “Click here” or “Submit” fails to communicate value or motivate action. Craft compelling, action-oriented language that clearly states the benefit of clicking, such as “Download your free ebook now.”

Poor placement

Placing CTAs where users can’t easily find them reduces their effectiveness. Ensure your CTA is prominently visible, ideally above the fold or near the end of the email, and stands out visually from the rest of the content.

Lack of personalization

Failing to personalize CTAs misses an opportunity to increase engagement. Tailor your calls to action to specific audience segments or individuals using your data about their interests and behaviors when possible.

Excessive length

Making your CTA too long decreases its impact. Keep it concise and punchy — aim for no more than five words that pack a punch and create urgency.

Neglecting A/B testing

Neglecting to test different CTA variations leaves potential conversions on the table. Implement A/B testing to optimize elements like wording, design, placement, and timing for maximum effectiveness.

Ignoring mobile optimization

Failing to optimize CTAs for mobile devices can significantly hurt your conversion rates. Ensure your call to action buttons are large enough to be easily tapped on small screens and render appropriately across various mobile email clients and devices.

Wrap up

How you craft your email call to action directly affects your campaign’s effectiveness. To write a good email CTA, use brand-relevant language and clear, actionable words. Be direct and guide your reader without leaving them wondering what to do next. Command action, but keep the tone approachable, not aggressive.

Once you’ve mastered writing call to action phrases that spur your readers to action, your email campaigns will drive much more revenue and pave the way for sustainable growth.

Create high-converting email campaigns with Omnisend’s personalization and A/B testing tools
Bernard Meyer
Article by

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.