Email Word of the Week: Call-to-Action

Call-to-Action (n): A button or phrase that asks the user to perform an action and links directly to a website or conversion page.

First things first, we need to clear up some grammatical confusion: more than one call-to-action = calls-to-action...just like brothers-in-law or attorneys general. Now, we’re going add the caveat that abbreviating calls-to-action as CTAs is A-OK, because, well, “CsTA” just looks plain weird.

Anyway, now that we’ve got that off our chests…

Calls-to-action are often the most critical parts of email designs. We’ve spoken previously about how to create effective calls-to-action, so if you’re familiar with the term and want to dive right in, then you should take a look at this post. But, should you be interested in the basic explanation, here’s the skinny: a CTA in the context of email is most often a button with an action-based phrase like Buy Now or Start Shopping, and that button is typically linked to a product or landing page that is designed to drive a conversion. Keep in mind that not all conversions are purchases, as we discussed in last week’s Email Word of the Week.

A guy named Mike Nelson from Medium did some awesome research on email CTAs and published a great article with all of his findings…if you’re an email geek like any of us, you should most definitely check it out. The Reader’s Digest version of what he found is this:

  • The most common CTA button height is between 40-50 pixels
  • Blues and greens are the most popular button colors
  • Buttons with rounded edges are used more than 50% of the time
  • 80% of emails contain either 1 or 2 CTAs

Additionally, Mike compiled a list of the 10 most common verbs used in CTA buttons:

  1. Get
  2. Shop
  3. Take
  4. Read
  5. Book
  6. View
  7. Start
  8. See
  9. Find
  10. Join

So, there you have it…(almost) everything you need to know about calls-to-action. Still have questions? We’re here to help.

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