Calls-To-Action: Best Practices in Email Marketing [Guide] - Litmus

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. “Every email has a purpose.” Enter: calls-to-action (CTAs). CTAs help guide your subscriber to the primary action you want them to take.

   In Cold email calls to action

2. “every campaign should have a primary goal.” Enter: calls-to-action (CTAs). CTAs help guide your subscriber to the primary action you want them to take.

   In Cold email calls to action

3. Primary CTAs “It should be the most prominent in your email and styled in a way to help it stand out.” One of the key ways to help your primary CTA stand out is by applying whitespace: space that is uninterrupted by other elements.

   In Cold email formatting

4. For a styled text link to be effective, you should consider two things: 1) the text should be a different color from the primary copy and 2) it should be underlined. This will help subscribers recognize it as a clickable element to help them take action. “by stylizing with a bolded font weight and color, the “Foundations of Email Design” styled text link stands out more as a clickable element.” To help your link stand out more, another approach is to add a rollover effect, which we’ll cover next.

   In Cold email formatting

5. Tracking your links “To get the most out of your clicks, track youremail engagementwithUrchin Tracking Modules (UTMs)parameters.” According toGoogle:

   In Outbound source and campaign tracking

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