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Top Email CTA Copy That Get Clicked!

Emails are nonetheless one of the most effective business communication tool, considering 82% of B2B and B2C companies rely on Email marketing for promoting their business online. Email besides being inexpensive, is known to generate high ROI of 4300%.

Ever wondered what makes an email click, (pun intended) among most of communication channels? The Monks at the Monastery here sheds some light on how a personalized and empowering CTA copy helps in increasing your CTR.

CTAs that entice: Psychological Traits

Unless it’s an email from your grandmother telling how much she loved the ‘I Heart Grandma’ sweater you sent on her birthday or a plain text email; every other email features a shiny, contrasting CTA button. In fact a CTA copy on a personal level gets 42% better customer engagement. (Source)

42% visitor increase with Targeted Call-to-Action

A crisp CTA copy helps make up mind, but relevance matters.

A case study conducted by Content Verve, shows the crucial psychological effects, different words have on the subscriber’s brain:

  • By replacing ‘your’ in ‘Start your 30 day trial’ to ‘My’ in button copy, a 90% increase was observed in CTR as people felt associated it with their requirement.
  • A drastic increase of 213.16% in conversion was seen on making the copy more relevant to the product. E.g A more effective library subscription CTA can be ‘Find a library and Enroll’ instead of ‘Enroll Now’.

On a similar tone, a survey by Marketing Experiments found that the variance in the tone of CTA copy generates different CTR (Click-Through-Rates).

Different words used in CTA generates varied CTR


Proven Tips to make your Email CTA stand out!

CTA copy is what informs and encourages the reader to act on the conversion. Your copy should compel the reader to act, by addressing each of the following areas.

  1. Use Specific Verbs
    “Buy Now,” “Subscribe,” and “Submit” have been overused since the beginning of CTA usage. Instead, use verbs that are unique to the experience and also are industry-specific.
  2. Oversimplified yet Provoking words
    When a reader is all the way to your Call-To-Action, don’t overwhelm them with information. Also avoid overly technical verbiage, and stick to more “practical” language. Limit the copy in your CTA to only the most important information.
  3. Provide value
    When your CTA button explains exactly what will happen when the reader clicks on it, it reduces anxiety and generates transparency. No one wants to ‘Download’ or ‘Submit’ till it provides the most important information i.e. their primary benefits on doing so.

Click Triggers in Emails – Enhancing CTA Clicks

Sometimes, owing to the size of your CTA button, your creativity may hit a roadblock. That is where a short copy (called Click Trigger) before the CTA button can help you.
A click trigger can be anything ranging from testimonials, review, or tweet to risk-minimizing messaging (e.g. a snippet about what happens after clicking)

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A testimonial in the above image ‘triggers’ the subscriber to click the CTA button.


  1. 84.6% increase in CTR is observed by adjusting the tone as per the industry. Use industry-specific words such as ‘Start writing’ (Blog), ‘Collaboration begins here’ (Forums) or ‘Start your adventure’ (Travel).
  2. Almost 30% of A/B tests is conducted for the effectiveness of Call-to-Action button.
  3. Any CTA copy should fill in the blanks in “I want to ______” to give a user-oriented feel. This stimulates a first person approach, and better user experience.
  4. Instead of simple ‘Join Now – No registration Required’ go for a human touch with ‘Join us- No questions asked’.
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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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