If you want more clicks and higher conversions from your email campaigns, mastering the art of crafting irresistibly clickable Calls to Action (CTAs) is key. CTAs guide your readers toward taking meaningful steps that drive your business forward — whether that’s downloading a resource, signing up for a webinar, or making a purchase.
In this guide, we’ll break down four essential steps, inspired by email marketing expert Monica Snyder, to help you create CTAs that your audience can’t resist clicking. Let’s dive in!
Step 1: Use the TAP Formula to Tap into the Right Words
Monica introduces a simple yet powerful formula called TAP — which stands for Thing, Action, Pushes — to help you craft CTAs that motivate clicks.
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Thing (T): This is the object or noun part of your CTA — the actual item or offer you want your reader to engage with. Whether it’s a webinar, a download, a quiz, or an article, clearly naming this "thing" helps you choose the right action to pair with it.
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Action (A): This is the specific verb that tells your reader what to do. Choosing the right action verb is crucial because some are more clickable in emails than others. Monica highlights that low-commitment verbs like "Read," "Watch," or "Shop" tend to generate more clicks in emails since they suggest simplicity and minimal effort after clicking. Avoid high-commitment verbs like "Buy," which may imply several follow-up steps and deter clicks in emails (though they may work well on landing pages).
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Pushes (P): These are subtle nudges that add urgency, uniqueness, or personalization to your CTA, making it more compelling. Pushes include:
- Urgency: Words like “Now” or “Limited Time” to encourage immediate action.
- Uniqueness: Highlighting what makes your offer special, e.g., “Handmade” soaps.
- Personalization: Using first-person pronouns such as “My” instead of “Your” can boost click-through rates significantly by making the CTA feel more personal and relevant.
Combining these elements — a clear thing, a simple action verb, and powerful pushes — results in CTAs that clearly state what you want while enticing your reader to follow through.
Step 2: Format Your CTAs to Stand Out
Even the best-written CTA won’t perform well if it blends into the rest of your email and is overlooked. Formatting your CTA for maximum visibility is crucial, and two design principles work wonders here — contrast and white space.
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White Space: Surround your CTA with breathing room to separate it visually from other content. For text links, placing the CTA on a new line with a couple of spaces above and below it helps it stand out. For buttons, ensure there is ample padding and margin so it doesn’t feel cramped or cluttered.
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Contrast: Use colors that distinctly differentiate your CTA from surrounding text. For text links, pick a color that pops against your email background and body text (Monica uses hot pink, while Google’s classic blue is another great example). For buttons, use high-contrast combinations such as a dark background with light text or vice versa. This contrast signals to the reader that the element is clickable.
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Add Arrows: A small but impactful touch is to include arrows (→) at the end of your CTA text or buttons. This visual cue increases click-through rates by guiding the eye and reinforcing the idea of moving forward or taking action. Studies have shown this simple addition can boost clicks by over 25%.
Step 3: Select Action Verbs Based on Commitment Level
In emails, it’s best to stick with low-commitment action verbs that imply an easy, one-step action after the click. Some examples include:
- Read
- Watch
- Shop
- Explore
These verbs suggest minimal effort and reduce friction for readers. Medium-commitment verbs like "Download" or "Try" are okay to use occasionally but should be tested against low-commitment options to see what resonates best with your audience.
Avoid high-commitment verbs such as:
- Buy
- Register
- Join
These tend to imply multiple steps and a larger investment of time or money, which may reduce click rates via email.
Step 4: Test and Refine Your CTAs Continuously
While the tips above provide a strong framework, each audience is unique, and what works best can vary. Monica encourages testing different versions of your CTA — different verbs, pushes, colors, and formats — to see what drives the highest engagement.
Also, pay attention to metrics like click-through rates and conversion rates rather than just opens, so you know what prompts readers to take action beyond merely reading your email.
Final Thoughts
By tapping into the right words with the TAP formula, formatting your CTAs to jump off the page, selecting effective low-commitment action verbs, and continuously testing, you can master the skill of crafting emails that not only get opened but also clicked.
Start implementing these four steps today, and watch your email engagement and conversions soar!
Ready to take your email marketing to the next level?
Try crafting your next CTA using the TAP formula — Thing, Action, Pushes — and don’t forget to format it for maximum visibility. Share how it goes or any new insights you gain in the comments below!
Happy emailing!
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