Call-to-actions in newsletters

How do you create outstanding calls to action?


You’re newsletter success shouldn’t depend on the open rate, but rather on the click-through rate. Your ability to generate clicks towards your communication goals should be your main focus!

But how do you ensure that your subscribers take the desired actions and achieve your objectives?

What is a call to action (CTA)?

Calls to action (CTAs) are key elements of your newsletters, designed to convert your subscribers to the objectives of your communication campaigns. They redirect subscribers to specific actions.

These are essentially links leading to:

  • A landing page;
  • A specific page on your website;
  • A subscription page;
  • A download page;
  • An external website;
  • Social networks.

In all cases, calls to action (CTAs) are intended to:

  • Complete the information in the newsletter;
  • Download privileged documents;
  • Redirect subscribers to a purchase page;
  • Perform a share action.

Calls to action simply replace the display of a URL, which is much more inviting!

What is a quality call-to-action (CTA)?

The quality of a call to action (CTA) lies in its ability to convert readers towards the objectives of the newsletter. That’s why the overall focus of your newsletters should be on your calls to action!

A few factors will help your calls to action (CTA) to be clicked:

  • The subject involved;
    The layout within your overall design;
  • The logical sequence with the text;
  • The words used in the action button;
  • The contrast between the call and the rest of the content.

Just like the subject line of an email, your calls to action (CTA) must be: clear, concise and attractive. It must make your subscribers want to click and take action. By using persuasive language and powerful action words, you can create compelling calls to action (CTAs) that encourage users to engage further.

Capturing the attention and interest of subscribers with the right CTAs is essential!

How do you create CTAs that deliver?

As soon as you know the subject of your newsletter and start creating a brief, you should have your call to action (CTA) in mind, asking yourself how you’ll optimize conversion towards the target.

Sometimes newsletters are sent out without a call to action (CTA) for logistical reasons. But every newsletter should invite readers to go further down the funnel towards clear objectives. Without calls to action, you won’t be able to measure the success of your campaigns.

Consider where the call to action will appear in the logical sequence of your images and text. Do this even before you create your images and texts, not just at the end of the process! With the conversion objective in mind, you’ll immediately optimize its performance.

Let’s take a look at how to create calls to action!

1. Using the right words

Your calls to action (CTA) must be concise and understandable!

They must be written in close connection with the landing page, so that subscribers know the benefits of pressing the button. The clearer the benefit of clicking, the higher the success rate of your campaign!

Use strong action verbs such as:

  • Discover
  • See
  • Start
  • Select
  • Enter
  • Connect
  • Check

Write the text of your action buttons in such a way as to form just a few words that summarize the action, no more than 5!

2. The use of eye-catching visuals

Calls to action (CTAs) need to stand out visually in your newsletters to grab readers’ attention sufficiently. Refer to a graphic designer for surprising results!

Here are a few visual tips:

  • Use a good ratio of text to images;
  • Use contrasting colors with your text;
  • Use capital letters;
  • Be creative with your layout;
  • Create rounded buttons.

While respecting your graphic guidelines, it’s essential that your newsletter’s calls to action (CTAs) are eye-catching!

Once you’ve completed your newsletter, switch tasks for a few moments, then revisit it with your conversion objective in mind.

Are your buttons still clearly visible?

3. The strategic positioning

Calls to action (CTAs) should be positioned in such a way as to be easily spotted by users. This is easier said than done, especially if you’re thinking about your buttons at the end of your creative process!

However, there are a few principles to follow:

  • Position your main goal button at the top of the newsletter so that it’s visible without having to scroll down the page;
  • Position your buttons between two paragraphs rather than at the end of a section;
  • If your newsletter contains a lot of text, but only one objective, duplicate your call to action (CTA), name it differently and link it all in the same place;
  • Don’t be afraid of white space – buttons need to breathe.

Secondary CTAs should be strategically positioned in the header and footer of your newsletter. Here you’ll find links to social media, subscribers profile management and geographic links.

4. Create the urgency to act

Create the feeling of FOMO (Fear Of Missing Out) by using striking terms that encourage readers to take immediate action.

“Last hours to benefit from it!”

5. Spark curiosity

Use intriguing and mysterious phrases to spark your readers’ curiosity. Be enigmatic and don’t reveal everything!

“Take a guess at our new lineup!”

6. Build trust

Use elements such as testimonials, guarantees or certifications to reinforce subscribers’ trust.

“What our customers think”

7. Use the appropriate verbs

Use the verb that precisely describes the action you want users to take. They’ll be more likely to continue down the purchase funnel.

“Book your spot!”

8. Display your stats

Add figures or specific data to reinforce your credibility. Don’t forget to mention your sources.

“95% of users are satisfied! “

9. Promote exclusivity

Focusing on subscriptions exclusive benefits will increase perceived value and curiosity results.

“Priority booking!”

10. Add social proof

Use testimonials, customer reviews or ratings to build credibility and encourage subscribers to take action.

” Spectators love it! “

11. Privilégiez la personnalisation

Tailor your buttons to your recipients’ needs and preferences. You’ll create a more personal connection!

“See your customized program”

Some expert tips to deploy!

Calls to action (CTAs) are key elements of your marketing strategy, enabling you to guide your subscribers towards your communication objectives. By creating captivating links with persuasive language, you can boost readers’ involvement, increase conversions and achieve your marketing objectives. Never underestimate their power! They have the potential to turn your opens into clicks!

Put these additional tips into practice:


Ongoing optimization

Creating good calls-to-action (CTAs) requires continuous optimization. You need to experiment with different variations. Run A/B tests and measure the results to determine what works best for your specific audience.

By keeping an eye on the performance of your calls to action and making adjustments based on feedback from your target audience, you can maximize the effectiveness of your action buttons and achieve remarkable results in your marketing efforts.


Adapt to mobile devices

Once you’ve created your newsletters, it’s essential to check how they look in different environments on mobile devices. Your buttons need to look good on these devices, especially if your text is quite long. You’ll want to avoid having a pronoun separate from the word it refers to.

Make sure that the mobile version of your newsletters is as fluid as the original. Test links and confirm that they are clickable on touch screens.


Choose the right destinations

Make sure your call-to-action (CTA) links are consistent with the content of your newsletter topics. Put yourself in a subscriber’s shoes: read the subject line, the call to action and click. Are you still following the logic of the initial subject?


Make use of A/B tests

Evaluate different variations of your calls to action (CTAs) by running two versions of your newsletters in an A/B test. Try out different texts, colors, sizes and positioning to determine what works best for your subscribers. Recycle the winning solutions!

Francis Sauvé

Marketing director

Want professional advice?

Email-based communications strategies are no secret to this email software specialist. When ever you have questions about emailing strategies or how to get to a certain design goal, he his there to handle the situation.

Get more details on calls-to-action in newsletters by contacting him right now! He will be able to offer you innovative and creative solutions for your email marketing campaign.

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