What makes a strong call to action?

An effective CTA makes the next step obvious, desirable, and easy.

Clear action language. "Shop now," "Download the guide," "Start free trial." Verbs that describe exactly what clicking does. Avoid vague labels like "Learn more" or "Click here" when specificity is possible.

Visual prominence. The CTA should stand out. Buttons work better than text links for primary actions. Contrast with surrounding colors. Size matters but doesn't need to be enormous.

Minimal friction. Each click should feel low-commitment. "Start free trial" beats "Buy now" when you're asking someone to begin, not commit. Match CTA language to the actual next step.

Single primary CTA. One main action per email. Secondary links can exist but shouldn't compete visually. When everything is emphasized, nothing is.

Position for scanning. Place the CTA where natural reading flow leads. After the main value proposition. Above the fold for simple messages. Repeated at the end for longer content.

Mobile-friendly sizing. Buttons should be easily tappable on phone screens. Minimum 44x44 pixels is the accessibility guideline. Bigger is often better.

Test CTA variations. Button color, text, size, and placement all affect performance. Small changes sometimes produce significant lifts.