How many CTAs are too many?

One primary CTA per email is the safest rule. When you give readers multiple options of equal weight, you force them to make decisions. Decision fatigue often leads to no action at all.

That said, context matters. A newsletter with curated links naturally has multiple clickable elements. A product announcement with "Learn more" and "Buy now" can work if the hierarchy is clear. The problem arises when every link competes for attention with equal visual prominence.

Studies consistently show that emails with a single focused CTA outperform those with many. One well known test found that reducing from four CTAs to one increased clicks by over 42%. Fewer choices, clearer path, better results.

Think of it as charting a course. One destination keeps the crew focused. Five destinations at once and nobody knows which way to sail.