Create Call-to-Action Designs that Cross the Finish Line

03 March 2022Design and UX

Modern marketers realize they can’t succeed without email. Email marketing is the preferred route. It has the most engagement of any channel.

Sending a few emails and waiting isn’t enough for an effective email marketing strategy. Email campaigns need effort. Master persuasion and conversion.

Emails must be used to push action. Your email’s call-to-action is key to doing so. Master call-to-action design to improve conversions.

A call-to-action is a link or button in an email that invites readers to take action. This may be downloading a case study, buying a product, or using a service.

A call-to-action is linked text or a button in your email that directs and encourages your readers to take a desired action.

If you’ve never focused on your call-to-action, your audience may not either. “Click here” is obsolete. If you want to gain from email marketing, give your call-to-action more consideration.

Ready to improve your call-to-action? Some tips: These strategies have helped readers in successful email marketing campaigns.

1. Highlight your CTA

Your CTA must be noticeable to be successful. It must stand out from the email’s content and pictures. White space surrounding the CTA helps it stand out.

The CTA stands out because of the white space surrounding it.. Using contrast might make your CTA stand out if your email design has a colorful backdrop.

De-cluttering surrounding your CTA might also boost its visibility. By placing additional components near your CTA, you’ll distract readers from its importance.

The best way to make it stand out is to have a call-to-action design that features white space around the CTA.

2. Always use a button

If feasible, create a button call-to-action. People click or push buttons in almost everything they do.

Button-pressing is becoming second nature. Your subscriber will naturally click a button in your email. Buttons enhance conversions by 28%, according to research.

Your email body may include linked content as a call-to-action, but a button would convert better. Buttons give aesthetic attractiveness to emails.

3. Leverage color psychology

Color psychology studies how colors impact emotions and behavior. In your CTA design, choose colors that evoke action and urgency. Bright hues work well.

When choosing a button color, contrast is key. A standout CTA attracts attention—and curiosity.

The bright green call-to-action button in the sample screams to be clicked.

Keep your email’s color palette comparable to your brand’s. This will assist your subscribers recognize your emails and pick a contrasting color for your call-to-action.

However, when it comes to button color, contrast is the most important factor to take into consideration. Give this design aspect consideration because a CTA that stands out draws attention—and curiosity.

4. Size matters

Bigger is better when it comes to call-to-action design. CTA button size must be just right; you don’t want it to be overbearing. It shouldn’t be too little to miss.

Your call-to-action button and wording should be large enough to stand out. To discover your sweet spot, experiment with button sizes, your emails and your audience.

5. Focus on CTA copy

Effective call-to-action designs need good text. Well-written text is as crucial as a well-designed CTA. The button is a visual signal, not the call-to-action text.

What creates effective CTA copy?

Succinct. Your CTA must be brief and unambiguous.
Action words. Verbs aren’t just action words. They motivate. Strong verbs like “Learn More,” “Get…” boost conversions.
Emphasize benefits. Your CTA content should be clear and concise regarding the advantage to your subscriber.
Personalize. First or second person is best for CTAs. Phrases like “Tell Me More” and “Get Your Discount Here” make the reader feel addressed.

These are some ways to strengthen call-to-action text. Copywriting will enhance conversions because individuals seek direction.

As much as a beautifully designed CTA is important, the well-crafted copy is equally important

6. Strategically place CTA

Call-to-action design requires precise placement. Your email’s call-to-action may be simple, but its location affects how recipients interact with it.

Others believe it should be below-the-fold to capture people who don’t scroll down. To make an educated choice, readers must read the whole email. Others say the call-to-action should be on the right to follow the reader’s gaze.

Where should your call-to-action be?

Call-to-action design also debates location. You must test to see where your emails convert best.

7. Visualize

Using additional email components to refer to your CTA may also improve click-throughs. Example:

Notice how the shoe is pointing at the CTA button. This visual guides the eye down to the button, making it difficult to miss it and even easier to click on.

The shoe points to the CTA. This image draws the eye to the button, making it easy to click.

The shoe points at the CTA button. This image draws the eye to the button, making it easy to click.

You may also use language that narrows down to the call-to-action to draw the reader’s attention. Visual signals drive your reader’s gaze to the CTA and start a mental flow that will ideally finish with a click.

Wrap up

High-converting emails overlook call-to-action design. As long as it’s in the message, it may go anywhere. If you want your emails to convert effectively, your call-to-action design must be obvious. Design planning:

Make your CTA apparent using contrast or white space.
Always use buttons
Utilize color psychology
Determine CTA size
Deliver outstanding CTA content