Copywriting

Email CTAs: the copy that converts

Jean RubensJean RubensUpdated July 20269 min read
Diagram: an email with one clearly visible action button and a cursor ready to click
Summary

The subject line gets the email opened, the call-to-action gets the click. A good CTA is about clarity, not creativity: an action verb, a clear value, one primary button. This article gives what makes people click, 30 wording examples to reuse by goal, the mistakes to avoid, and how to measure with CTOR.

All the copywriting in an email points to one line: the button. If opens are still a problem, start with the subject line that gets opens. Once the email is open, the CTA turns reading into action.

The good news: a CTA that converts is not hard. It comes down to a simple formula, a few examples to adapt, and some method to test. Let's look at what makes people click, then the 30 examples.

Key takeaways

  • One primary CTA lowers friction: the Whirlpool case shows +42% clicks going from 4 CTAs to 1 (MarketingExperiments).
  • An action verb + a value beats "Click here": generic labels mislead users (Nielsen Norman Group, 2017).
  • The real CTA signal is CTOR (clicks over opens), more reliable than the open rate inflated by Apple MPP.
  • On mobile, aim for a tap target of at least 44 pt (Apple).

What makes a CTA get clicked?

Clarity before creativity. A CTA that converts says exactly what happens on click, with an action verb and a value. Generic labels like "Get started" or "Submit" mislead users about the destination and break trust (Nielsen Norman Group, "Get Started" Stops Users, 2017).

Next, one primary CTA. Reducing the number of actions lowers choice friction. In the Whirlpool case, going from four CTAs to one raised clicks by 42% (MarketingExperiments). The "+371%" figure that circulates comes from WordStream (2014) and rests on one company's data, so read it as an illustration, not a law.

One primary CTA, more clicks One primary CTA, more clicks Multiple CTAs One CTA reference +42% Clicks, Whirlpool case (4 CTAs to 1). Source: MarketingExperiments, one case study.
An email asks for one action at a time. Several buttons compete for the click and dilute it.

Finally, a button that shows and survives. A live-text button, called "bulletproof", stays clickable even when the email client blocks images, and it is read by screen readers, unlike an image button (Litmus). The formula for a good CTA has three parts: an action verb, a clear value, and sometimes the first person.

30 email CTA wordings that convert, by goal

The best CTA matches the real action of the email. Here are 30 wordings grouped into six goals, to adapt to your offer rather than copy as-is. Each follows the same logic: a verb, then what the person gets.

Trial and demo

  • Start my free trial
  • Book my demo
  • Try Sendgate for 14 days
  • See Sendgate in action
  • Create my free account

Purchase and offer

  • Get the offer
  • Unlock my rate
  • Move up a plan
  • Claim my discount
  • Complete my order

Content and resource

  • Download the guide
  • Send me the 40 examples
  • Read the full study
  • Get the template
  • Watch the replay

Reply and meeting

  • Pick my slot
  • Reply to Jean
  • Talk to a human
  • Grab 20 minutes
  • Book a call

Re-engagement and preferences

  • Update my preferences
  • Choose what I get
  • Stay subscribed
  • Come back anytime
  • Keep in touch

First person

  • Save my seat
  • Send me the guide
  • Yes, I want to try
  • Start me now
  • Show me the demo

The mistakes that kill the click

Three above all. Multiple CTAs scatter attention. "Click here" announces nothing about what will happen. And a button with no contrast goes unnoticed: the minimum contrast required by accessibility rules is 3:1 for a UI component, and 4.5:1 for text (W3C, WCAG 1.4.11).

Clickable button standards Clickable button standards MINIMUM TAP TARGET Apple44 pt Google48 dp WCAG 2.2 (AA)24 px MINIMUM CONTRAST Text4.5:1 Button / component3:1 Sources: Apple HIG, Google, W3C WCAG.
A button has to be big enough for the thumb and contrasted enough for the eye.
Test it, don't copy it

First person ("Save my seat" rather than "Save your seat") gave +90% sign-ups in a 2013 test (ContentVerve), but replications put the lift between 30% and 90%. Personalized CTAs likewise converted 202% better in a 2013 HubSpot analysis. These numbers are dated: take the principle, test the wording on your own list.

How do you test and place your CTA?

By measuring in the right place. CTOR, the click rate relative to opens, isolates your CTA's persuasion better than the open rate, now inflated by Apple Mail Privacy Protection. Worldwide it sits around 7 to 9% (GetResponse). Four adjustments do the rest.

1

One primary CTA

One action per email. If the email is long, repeat the same button rather than adding different ones.

2

Put it where it's seen

The main button should be visible without effort, early in the email. A CTA you have to hunt for is a CTA that doesn't get clicked.

3

Think about the thumb

A large share of emails is read on mobile. Aim for a tap target of at least 44 pt (Apple) or 48 dp (Google), with space around it.

4

Test the wording, judge by CTOR

Compare two labels at a time, for example a first-person version. Decide on the click rate, not the open rate.

This CTA work matters most when several people prepare campaigns on one list. A reviewed and approved send makes sure the right button goes to the right segment, with the right offer.

In practice

The best CTA won't save a send to the wrong segment.

Sendgate sits on top of your Brevo or Mailchimp account and adds what teams miss: each person only reaches their own lists, and a manager approves the campaign before it leaves. Your buttons convert, on the right audience.

Try it free →

Email sending governance · Not affiliated with the brands mentioned

The takeaway

A CTA converts because it is clear, single and visible: an action verb, a sharp value, one primary button, big enough and contrasted enough. The 30 wordings above cover six goals, to adapt to your offer.

Avoid multiple CTAs, "Click here" and the flat button. Test the wording, including the first person, and judge the result by CTOR. That is what reflects your button's real power to persuade.

Frequently asked questions

Should the CTA be a button or a text link?
A live-text (bulletproof) button is safest: it survives image blocking and stays readable by screen readers, unlike an image button (Litmus). A text link is useful as a complement, but the primary action should be a clearly visible button.
How many CTAs should an email have?
One primary CTA. Reducing the number of actions lowers choice friction: in the Whirlpool case, going from four CTAs to one raised clicks by 42% (MarketingExperiments). In a long email, repeat the same CTA rather than adding different ones.
Does "Click here" work?
No. Generic labels like "Click here", "Get started" or "Submit" mislead users about what happens on click (Nielsen Norman Group, 2017). Prefer an action verb followed by a clear value, for example "Download the guide" or "Book my demo".
What button size on mobile?
Aim for a comfortable tap target: at least 44 points per Apple, 48 dp per Google, with space around it. A button that is too small or crammed against text loses clicks on small screens, where a large share of emails are read.

Sources

  1. MarketingExperiments, email optimization case studies (single CTA, first-person), retrieved 2026-07-05. marketingexperiments.com
  2. Nielsen Norman Group, "Get Started" Stops Users, retrieved 2026-07-05. nngroup.com
  3. Litmus, A Guide to Bulletproof Buttons in Email Design, retrieved 2026-07-05. litmus.com
  4. Apple, Human Interface Guidelines (Accessibility), retrieved 2026-07-05. developer.apple.com
  5. W3C, WCAG 1.4.11 Non-text Contrast, retrieved 2026-07-05. w3.org
  6. GetResponse, Email Marketing Benchmarks, retrieved 2026-07-05. getresponse.com
Jean Rubens

Jean Rubens

Co-founder, Sendgate

Jean is a co-founder of Sendgate. He writes about team email: copywriting, deliverability and sending governance across shared accounts.