What makes a good CTA in email?

A good CTA is clear, compelling, and visually distinct. It tells recipients exactly what they'll get when they click and makes that action feel worthwhile. Vague CTAs like "Click here" fail; specific ones like "Start your free trial" succeed.

Key elements: Action-oriented language (verbs first: "Get," "Start," "Download," "Claim"). Benefit clarity-what's in it for them? Visual prominence-the CTA should be the most obvious clickable element. Appropriate urgency-genuine deadlines or scarcity, not manufactured pressure. Mobile-friendly sizing-easy to tap on any device.

The CTA is the email's purpose made visible. Everything else-subject line, copy, design-leads to this moment. If recipients don't know what to click or why, your email fails. Test CTA copy rigorously; small wording changes can dramatically affect conversion rates.