Newsletters remain popular because they can reach consumers in a targeted way. But it’s not enough to focus only on the copy: CTA buttons matter a lot, too.
The goal of newsletters is to help a brand achieve greater reach and drive traffic growth through clicks and conversions. Call To Action (CTA) buttons can significantly increase click-through rates and tend to perform better than text links. Not to mention that newsletters are now opened mostly on mobile – so the CTA button needs to be clearly visible and attention-grabbing.
What makes a good CTA?
CTAs like “Click” or “Learn more” are becoming less effective. Copy that clearly communicates what the consumer can expect performs much better – reducing uncertainty and increasing willingness to click (“20% off”, “Download for free,” etc.).
Because mobile view dominates, it’s important that the button is large enough to tap (at least 44×44 pixels). It’s also essential to consider the whitespace around the button, proper padding, and a responsive layout.
The CTA button colour should be eye-catching and aligned with the brand’s visual identity. It should also avoid being confusing: minimalism is still more effective today.
What should we pay attention to? Tips and common mistakes
- Ideally, an email should include one, at most two, primary CTAs.
- The text should be short, clear, and action-oriented (“Download here”, “Start a trial”, etc.).
- The button must remain readable and mobile-friendly, even at smaller sizes.
- Buttons should not appear only as images, so they still work if the email client doesn’t load images.
- Test regularly.
- Avoid vague copy (“Click”, “Learn more”).
- Avoid overly crowded design so CTAs don’t get lost.
What trends can we expect in the near future?
- Segmented, personalized CTAs.
- Mobile-first design.
- Psychological nudges: copy that encourages immediate action (“Only a few left”, “Ends today”).
- Continuous, data-driven optimization.
Overall, in today’s digital noise – where users scroll quickly, read on mobile, and maintain attention for only a short time – clear, consistent, and optimized CTAs provide a real competitive advantage. That said, even the best CTA doesn’t guarantee success: results also depend on the copy, colour, placement, size, and whether the user opens the email on mobile or desktop. This is why it’s worth measuring effectiveness regularly with A/B tests. Often, even a small change can deliver surprisingly strong results.