How many CTAs should an email have?

Most emails should have one primary CTA. Decision fatigue is real-too many equal-weight options paralyze rather than motivate. Focus your email on one main action; make it obvious what you want recipients to do.

When multiple CTAs work: Newsletters with multiple articles (each story gets a CTA). Product showcases with several items. Preference centers or surveys. But even then, consider visual hierarchy-one CTA should feel primary, others secondary.

Every additional CTA dilutes the others. Three equal buttons compete for attention; one prominent button commands it. If you need multiple actions, design with clear hierarchy: primary button in brand color, secondary as text link or ghost button. But always ask: could this be simpler? Single-focus emails typically outperform multi-option ones.