Sourced from Forbes
Email marketing is one of the most powerful tools for engaging customers, but inspiring your subscribers to take the next step can be a challenge. A strong, well-placed call to action (CTA) is the key to turning opens into clicks, sign-ups or sales.
From compelling language to thoughtful design, small changes can make a big impact. To help marketers improve their email performance, 20 Forbes Communications Council members share their most effective strategies for writing CTAs that actually drive results, and why those approaches work.
1. Tap Into Emotions
One tactic I use is tying the CTA to a clear benefit or emotion like “Get your confidence back” instead of “Shop now.” It works because it shifts the focus from what we want them to do to what they get out of it. When a CTA taps into a desire, pain point or outcome, it feels less like a command and more like an opportunity. – Aditi Sinha, Point of View Label
2. Provide Value
The three most important things in email marketing are value, value and value. You must provide value to the recipients. You can only get them to respond to your calls to action if they feel it’s in their interest. Ask what the audience wants, then provide it. Your response rates will soar. – Dave Platter, Juwai IQI
3. Be Clear And Easy
The greatest calls to action have two crucial qualities: they are clear and easy to perform and crystalize the “What’s in it for me” question. For example, “Get instant access” to a video or eBook satisfies these conditions. “Start your free trial” also accomplishes this. “Continue” or “Submit” do not. – Udi Ledergor, Gong
4. Time Things Effectively
Email marketing is effective when it is timed effectively. Less spam, more value. Consider producing informative, concise videos to provide optionality for content consumption while showcasing your personality. When you spark attention, you’ll get action. – Rachel Kule, Pursuit PR
5. Get Creative With Email Shapes
Some “new-age” marketers like to claim that, in terms of marketing effectiveness, email is dead. However, the data consistently shows that this couldn’t be further from the truth! One tip for increasing the performance of your CTAs is to get creative when it comes to their shape and style. In other words, don’t be afraid to try other shapes than just your standard rectangle or pill-shaped CTA. – Alexi Lambert Leimbach, Xcellimark
6. Use Soft Language
If you’re struggling to increase click-through rates, try differentiating between hard call to actions—like “Buy Now”—and soft call to actions—like “Learn More.” Increasing CTRs is often as easy as switching a hard CTA to something softer. If prospects are not ready to buy, it’s easier for them to say no to hard asks like “Buy Now.” Focus on guiding prospects into funnels with soft language. – Evan Reiss, Foxit
7. Lead With User Value
Treat your call to action as a value exchange, not a command. Most marketers focus on what they want the user to do—click, buy and sign up. Effective CTAs flip that lens: they show what the user gets in return. Instead of “Book a demo,” say “See how you can save 30% in 10 minutes.” When the CTA leads with user value, it shifts from a task to a temptation—and that’s when action happens. – Deboshree Sarkar, Titan.ium Platform
8. Be Clear And Singular
Keep your CTA clear, benefit-driven and singular. Customers act when they see immediate value. Clarity beats cleverness—make the next step obvious and rewarding. – Kal Gajraj, Ph.D., CAN Community Health
9. Make CTAs More Human
Make the CTA more human. Focus less on the click and more on what someone can gain by following through. Your CTA should reflect real value like saving time, solving a problem or making their life easier, so it feels less like a push and more like an invitation. That small but major shift builds connection, and that’s what drives action. – Kristin Russel, symplr
10. Align CTAs With Moments Of Intent
Align the CTA with a moment of intent, placing it right after a compelling insight, stat or benefit. This creates a natural bridge between interest and action. Strategically timed CTAs feel less like a push and more like a next step, increasing both engagement and conversions by capitalizing on the customer’s peak attention. – Khalid Al Awar, Dubai Sports Council
11. Meet The Audience Where They Are
One effective way marketers can generate compelling calls to action in their emails is by meeting their audience where they are and tying the CTA directly to one of their pain points or goals. By ensuring the CTA clearly reflects what matters most to the audience, it creates relevance and urgency, making them far more likely to engage. – John Schneider, Betterworks
12. Maximize The Subject Line
Name or hint at the CTA in the subject line. It won’t matter how good the CTA inside the email is if no one opens it in the first place. If you want someone to take action, let them know right up top with something that will display the benefit they will receive right in the inbox itself. – Ellen Sluder
13. Personalize Based On User Behaviour
Personalize CTAs based on user behaviour. It works because it aligns with real interests, driving more natural and effective engagement through data-driven relevance. – Jorge Lukowski, NEORIS
14. Tie Copy To Desired Audience Behaviour
One effective way to drive action is to tie the CTA copy and link to the assumed audience behaviour. If someone is early in the buyer’s journey, you would assume low intent to purchase and focus on CTAs that are low friction, self-serve things like watching a demo. Further in the funnel, as purchase intent increases, you would match the CTA accordingly with human touchpoints to improve conversion efficiency. – Rinita Datta, Cisco Systems, Inc.
15. Write For Action
The best CTAs start before the link or button. If you want someone to click, you have to earn it. Use the body of your email to build context, spark interest and guide the reader toward a decision. When the setup is right, the call to action feels like something they want to do, not something they are being pushed into. That is how you write for action, not attention. – Cord Himelstein, HALO
16. Pair Statements With Urgency
One effective way to generate strong calls to action in email marketing is to pair a clear, benefit-driven statement with urgency, like “Get 20% off today only.” This works because it tells the reader exactly what they gain and compels immediate action, cutting through inbox clutter with relevance and time sensitivity. – Maria Alonso, Fortune 206
17. Utilize Low-Friction CTAs
Email marketing is an important tool in B2B lifecycle marketing, but its greatest value is in educating and nurturing customers rather than converting them. The most effective CTAs reflect this. Rather than the ubiquitous “Request a demo,” try a next best action like “Read the article” or “Watch the video,” stating that no form fill is required. Low-friction CTAs encourage more engagement. – Rekha Thomas, Path Forward Marketing
18. Use Social Proof
One effective way to generate action in email marketing is by using social proof in the CTA, such as “Join Over 1,000 Happy Customers.” This works well because it taps into the power of influence, and recipients are more likely to take action when they see others have already benefited from the product or service, building trust and encouraging immediate engagement. – Lauren Parr, RepuGen
19. Use Behavioural Cues
Use behavioural cues in your CTA, like “People who saw this also loved…” or “Your personalized plan is ready.” This approach works because it mimics tailored recommendations and taps into the curiosity and relevance of the user. When a CTA feels personal and timely, it drives clicks by making the next step feel custom-built for the reader. – Katie Jewett, UPRAISE Marketing + Public Relations
20. Anchor CTAs With A Clear, Immediate Benefit
Anchor your CTA in a clear, immediate benefit—solve one problem, fast. Instead of generic prompts like “Learn more,” use action-driven phrases like “Get your free audit” or “Fix checkout issues now.” This specificity creates urgency and relevance, cutting through inbox noise and increasing click-through rates by showing exactly what’s in it for the reader. – Antony Robinson, Novalnet AG
Feature image credit: Kaboompics.com
