What is Call to action button?
A call to action button is the clearly styled, clickable element in an email that tells the reader the single next step you want them to take.
A button gives the eye a place to land. It should say what happens on click, such as 'Shop the range' or 'View your order', rather than a vague 'Click here'. The words should match the promise made in the subject line.
Most emails are opened on a phone, so the button needs a generous tap area and enough space around it that a thumb does not hit the wrong link. Sufficient colour contrast helps everyone, including people with low vision.
Many emails work best with one primary action repeated at sensible points. When several buttons of equal weight compete, readers often take none. Build the button with real markup rather than an image, so it still works when images are blocked.
A worked example.
A hypothetical plant shop sends a care guide with three equal buttons: shop pots, shop soil and read the blog. The team rebuilds it with one bold 'Shop plant food' button and two plain text links below. The email now has a single obvious next step.
Common mistakes.
- Making the button an image that disappears when images are blocked
- Using vague labels like Submit or Click here
- Placing several equally prominent buttons that compete for attention
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