Design Guide: Calls to Action

Most email campaigns lead up to a call to action, which is the step your want your audience to take after they read your campaign. Your call to action might be a button or text link to RSVP to an event or make a purchase.

Below, you'll find information on what you should consider when you create a call to action.

Use a Clear Message

The call to action should be concise and clearly tell subscribers what action they are taking. Use a short, active phrase, like “RSVP,” “Buy Now,” or “Sign up.” Include text before the call to action, or under it if you’re using a button, that explains what your subscriber can expect when they click the link.

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