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. 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

2. Click here The biggest mistake that marketers make is using weak, passive language in their CTA. A classic example is the infamous “click here”. While “click here” may seem like a great CTA (in that it tells a subscriber exactly what to do), it really doesn’t give a reader any incentive for taking action. It doesn’t describe the value or what will happen if, in fact, they do click the link. As an alternative, you should use language that describes why a user should follow a link. Use verbs to describe what they will do by interacting with the CTA and, if possible, create a sense of urgency or timeliness. “High commitment propositions, like alluding to spending time or money, can be scary for a medium as casual as email.” Instead of going for a “click here” or “buy now,” consider verbs that tease your CTAs. Your button text should set the expectation for what your subscriber will encounter after they click.

   In Objection handling in cold email

3. 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