CTA Button Best Practices
Your call-to-action button is often the most important element in your email. Learn how to design CTAs that drive clicks and conversions.
Visual Design
Size Matters
Buttons should be large enough to tap easily on mobile, minimum 44x44 pixels touch target. Generous padding inside the button creates visual weight and improves tap accuracy.
Color Contrast
Your CTA should be the most visually prominent element. Use your brand's accent color or a contrasting color that stands out from the email's background. Ensure sufficient contrast between button color and text.
Shape and Style
Rounded corners or sharp edges work; consistency with your brand matters more. Add subtle shadows or borders to create dimension. Make the button obviously clickable.
Button Copy
Start with Action Verbs
"Get," "Start," "Download," "Join," "Discover" - these words imply movement and action. Avoid passive language like "Submit" or generic "Click Here."
Be Specific
"Download the Free Guide" tells users exactly what happens. "Start Your Free Trial" sets expectations. Specificity reduces friction and increases confidence.
Create Value
Focus on what the reader gets. "Get My Discount" emphasizes the benefit. "Claim Your Spot" suggests exclusivity. Make clicking feel rewarding.
Placement Strategy
- Primary CTA above the fold for visibility
- Repeat CTA at the bottom for longer emails
- One primary CTA per email (secondary CTAs styled differently)
- Sufficient whitespace around the button
Technical Implementation
Use bulletproof buttons: HTML and CSS rather than images. This ensures buttons display even when images are blocked and allows easy text changes.
Optimized CTAs from AI
Sequenzy generates emails with properly designed, bulletproof CTA buttons and compelling copy. Every element is optimized for clicks.