Email is a marketing channel that is holding strong despite increasing competition from other digital platforms. Newsletters, in particular, are key tools to nurture relationships with prospects and customers. However, within these communications, the element that really determines whether we achieve a concrete action or not, are the CTAs (call to action). In essence, they are the mechanism between the message and the desired action.
Let’s illustrate their importance with an example: a few months ago we worked with a B2B software company whose newsletters were generating opens, but very few interactions. Upon reviewing their emails, we found that the CTAs were buried at the end of the content, where the reader’s attention had already waned. After strategically relocating the CTAs, click-through rates doubled.
This led us to delve deeper into where you should place CTAs in your newsletters to maximize interaction. So in this article we’ll address strategic principles, common mistakes and practical examples, all backed up by research and real cases.
Place CTAs strategically
The placement of CTAs in newsletters is a critical factor that directly influences interaction and conversion rates. The question is not only what to say, but also where to place it to maximize the likelihood of reader action. According to a study by Nielsen Norman Group, users decide whether to interact with a piece of content within the first ten seconds of reading, which makes strategic placement of CTAs essential.
Below we will analyze the three most effective positions for CTAs in newsletters, backed by data, practical examples and psychological rationale.
1. The “Above the Fold”: grabbing early attention
The “above the fold” section — the area visible without scrolling – is one of the most valuable spaces in a newsletter. Users who open an email usually spend their first few seconds scanning this area, so placing a CTA here greatly increases the chances of capturing their attention.
Why it works:
- Visual primacy: according to the primacy principle, users remember best the first elements they see. A CTA placed in this area takes advantage of this psychological effect.
- High visibility: on mobile and desktop devices, “above the fold” ensures that the CTA does not go unnoticed.
- Immediate clarity: placing CTAs early establishes the purpose of the email from the start, preventing the reader from getting lost in secondary content.
Recommendations for “above the fold”:
- Keep it short and benefit-oriented: for example, “Download our free guide” or “Activate your trial today”.
- Integrate the CTA with an eye-catching headline: an attractive phrase such as “Transform your business with our new solution” followed by the CTA can quickly grab attention.
- Avoid aggressiveness: while this position is valuable, it should not feel intrusive. Keep your tone persuasive but friendly.
2. Within the content flow: context and relevance.
A CTA embedded in the body of the email can be effective because it is presented at a time when the reader is already engaged with the content. This placement leverages context to make the CTA feel natural and relevant, rather than being perceived as a disconnected element.
Why it works:
- Narrative context: CTAs placed after a key point in the content take advantage of the reader’s willingness to act after receiving relevant information.
- Cognitive fluency: according to Daniel Kahneman in Thinking, Fast and Slow, users tend to act when they find information clear and easy to process. A contextual CTA reduces friction by aligning perfectly with the previous message.
- Greater reading depth: users who have read a portion of the content are more engaged and thus more likely to click.
Recommendations for contextual CTAs:
- Align the CTA with the preceding content: for example, if the text is about increasing productivity, a relevant CTA would be “Access our productivity guide.”
- Use supporting text: introduce the CTA with a phrase that reinforces its relevance, such as “Ready to optimize your strategy?”.
- Avoid cluttering the content: although contextual CTAs are effective, they should not interrupt the natural flow of the message.
3. The end of the mailing: the strong closure
The end of the email is the classic place to place CTAs. Here, the reader has reached the close of the content and is in the perfect position to act, especially if the previous content has generated sufficient interest or credibility. Although not the most visible place, the end of the email is an excellent space for conversion-oriented CTAs.
Why it works:
- Psychological closure: according to the recency effect, users remember best the last elements they see. A CTA at the end of the email benefits from this effect.
- Culminating call to action: by the end of the email, the reader has already received the complete information, which makes a focused CTA a logical step.
- Persuasive narrative: a well-placed CTA at the end can reinforce the previous content, leading to a clear and actionable conclusion.
Recommendations for final CTAs:
- Reinforce the message of the email: for example, “After reading this success story, why not schedule your demo?”.
- Accompany it with visual elements: an eye-catching button or a prominent link ensures that the CTA is easy to find.
- Avoid relying solely on this position: although the end is valuable, not all readers will get this far. Complement with CTAs in other positions.
Common mistakes when we place CTAs
Even the best CTAs can fail if they are not strategically placed, so let’s see what are the most common mistakes related to placing CTAs in newsletters.
1. Burying the CTA at the end without context
A common mistake is placing CTAs only at the end of the email, without any prior reinforcement. This assumes that all readers will get to the end, which is unlikely, according to Chartbeat research, which reveals that many users abandon an email after a few seconds.
How to avoid this: Place CTAs in several strategic locations within the newsletter, especially at the beginning and at key points in the content.
2. Placing CTAs too close together
When multiple CTAs are included in the same section, it creates confusion for the reader. This, according to Barry Schwartz’s The Paradox of Choice, reduces the likelihood that the user will take action. Choice overload is an enemy of effective design.
How to avoid it: use only one main CTA per content section, making sure that each one has a clear and distinct purpose.
3. Not optimizing for mobile
By 2024, more than 60% of emails will be opened on mobile devices (Litmus). However, many CTAs are designed without considering how they look and function on small screens. A button that looks good on desktop may be difficult to click on mobile.
How to avoid this: Make sure CTAs are responsive, easy to click and well spaced in all versions of the newsletter.
Successful examples of place CTAs correctly.
Effective CTAs depend, as we have seen, on good design or strategic placement, but also on how they are integrated within the context of the email. A successful CTA must resonate with the target audience, be aligned with the purpose of the campaign and offer a clear and direct benefit. Let’s look at examples of CTAs that have proven effective in different situations and industries, breaking down why they worked and how we can replicate their success.
1. CTA at the top of the email: “Start your free trial today.”
In a campaign for a SaaS platform, the main CTA was located just below an eye-catching headline, “Transform your productivity with our advanced tools.” The button read, “Start your free trial today.” This CTA managed to capture users’ attention at the moment of maximum willingness to interact.
Why it worked:
- Clarity and direct benefit: the “free trial” message is clear and appealing, especially to an audience looking to minimize risk before committing.
- Strategic placement: placing it “above the fold” leveraged the reader’s early attention.
- Immediate action: using “today” added a subtle sense of urgency that encouraged action.
Key lesson: when you want to capture attention quickly, use a clear CTA aligned with the main benefit of the product or service.
2. Contextual CTA: “Download the guide now”.
An educational newsletter for a B2B marketing agency included a CTA embedded in the content flow: “Discover how to increase your conversions by 30% with our handy guide. Download it now.” This CTA appeared after a paragraph describing common challenges in conversion optimization.
Why it worked:
- Relevance to the content: the CTA was closely tied to the subject of the post, making it feel like a logical step for the reader.
- Focus on the benefit: “increase your conversions by 30%” is a concrete and attractive proposition.
- Natural placement: being in the flow of the content, it didn’t interrupt the reading experience.
Key lesson: contextualize your CTAs so they feel like an extension of the content, not an arbitrarily added element.
3. CTA at the end of the email: “Schedule your personalized demo”.
In a campaign for a software company, the main CTA was placed at the end of the mailer, right after a success story describing how a client managed to increase its operational efficiency by 40%. The button read, “Schedule your personalized demo.”
Why it worked:
- Compelling narrative: the previous success story primed the reader to take action by showing tangible product results.
- Personalization: using “your personalized demo” created a sense of exclusivity and relevance.
- Logical closure: placing the CTA at the end allowed the reader to make an informed decision after receiving all the information.
Key lesson: CTAs at the end of the email work best when supported by a narrative that reinforces their value.
4. Combined CTA: “Explore our solutions” and “Download the free report”.
In a newsletter for a technology consulting company, two CTAs were used at different strategic points. The first, “Explore our solutions”, was located “above the fold”. The second, “Download the free Trends 2024 report,” appeared in the body of the email, accompanied by a summary of the report.
Why they worked:
- Diversity of actions: they offered options for users with different levels of interest (general information vs. specific content).
- Strategic placement: one captured initial attention, while the other incentivized more engaged readers.
- Complementary propositions: both CTAs aligned with campaign objectives and did not compete with each other.
Key lesson: using multiple CTAs can be effective if they are strategically placed and offer different levels of value.
5. Urgency-based CTA: “Register before Friday”.
In a campaign for a webinar on manufacturing trends, the lead CTA was accompanied by an urgency-based message, “Spaces are limited. Register before Friday.” This CTA was placed at the beginning of the email and repeated at the end.
Why it worked:
- Genuine urgency: using a time limit and emphasizing limited availability incentivized immediate action.
- Strategic repetition: placing the CTA at the beginning and end reinforced its visibility and increased opportunities for interaction.
- Context specific: the CTA was aligned with the purpose of the mailing, inviting the reader to take action quickly.
Key lesson: urgency well applied can be a powerful tool for improving click-through rates, but it must be authentic so as not to erode trust.
6. Mobile CTA: “Buy with one click”.
In a newsletter for a B2B e-commerce, the main CTA was optimized for mobile devices. The text read: “Buy with one click”, accompanied by a minimalist design and a large, contrasting button. This CTA was placed at the end of the mailer to facilitate action after a clean visual path.
Why it worked:
- Mobile optimization: the button was easy to click and well spaced, ideal for users on touch devices.
- Clarity and simplicity: “Buy with a click” conveyed a quick and frictionless process.
- Attractive design: contrasting colors and clean design highlighted the button, making it unmistakable.
Key lesson: in mobile audiences, prioritize responsive design, tactile buttons and clear messages that facilitate action.
7. Visual CTA: “Explore the interactive catalog”.
In a campaign for an industrial manufacturing company, the main CTA included an interactive visual component. The button read, “Explore the interactive catalog,” and when clicked, users were taken to a visually appealing resource where they could browse products.
Why it worked:
- Interactivity: it offered a more immersive experience, capturing the reader’s interest.
- Innovation: a CTA that promised interactivity stood out from more traditional mailings.
- Added value: in addition to a simple link, the CTA offered a tangible and useful resource.
Key lesson: CTAs that combine visual and interactive elements can significantly increase interest and click-through rate.
Design and place CTAs for mobile experience optimization
Optimizing CTAs for mobile devices is not optional, it’s a must. According to reports, more than 60% of emails are opened on mobile devices, which means that the majority of our audiences interact with our newsletters from smaller screens. If our CTAs are not accessible, visible and functional on these devices, we miss critical opportunities for interaction and conversion.
Let’s list the specific challenges of designing CTAs for mobile and strategies to optimize their effectiveness in this environment.
1. Responsive design as a basis for success
Responsive design ensures that the elements of a newsletter, including the CTA, automatically adapt to different screen sizes. This prevents users from having to zoom or scroll unnecessarily, which can frustrate them and reduce the likelihood that they will interact with the CTA.
Recommendations:
- Adequate button size: buttons should be large enough for users to easily touch them. Apple Human Interface Guidelines recommend a minimum of 44×44 pixels to ensure a comfortable touch experience.
- Element spacing: make sure there is enough space around the CTA to avoid accidental clicks on other nearby elements.
- Readable font: use a clear and large enough font to make the CTA text effortlessly readable.
2. Strategic placement on mobile screens
Limited space on mobile devices makes the placement of CTAs even more critical. Mobile users tend to scroll quickly through content, so CTAs must be positioned in places of high visibility and accessibility.
A study by Campaign Monitor shows that CTAs placed “above the fold” on mobile devices are 57% more likely to be clicked. However, this doesn’t mean we should ignore the rest of the content; secondary CTAs also play an important role.
Recommendations:
- Place the main CTA at the beginning: capture the reader’s attention from the start with a clear and attractive CTA.
- Include additional CTAs in key sections: for longer newsletters, add CTAs at strategic points to facilitate the action without the user having to scroll excessively.
- Avoid placing CTAs at the bottom edge of the screen: on some devices, this area may be less visible or accessible due to navigation bars.
3. Loading speed and technical functionality
The mobile experience depends not only on the visual design, but also on the loading speed and technical functionality of the CTAs. An email that takes too long to load or a button that does not respond properly on mobile devices can be enough to lose the reader.
Recommendations:
- Optimize load times: reduce the size of images and use compressed formats to avoid delays in email loading.
- Make sure links are functional: verify that CTA links open correctly in mobile browsers and that landing pages are responsive.
- Test before sending: simulate how the newsletter will look and work on different mobile devices before sending it.
4. Minimalist design and focus on action
On mobile, less is more. Small screens require a clean, minimalist design that allows the CTA to stand out without distractions. Elements such as multiple images, excessive text or too many buttons can overwhelm the user and hinder interaction.
Recommendations:
- Prioritize a single main CTA: avoid overloading the screen with multiple CTAs competing for attention.
- Use contrasting colors: make sure the CTA button stands out clearly against the background and other elements of the email.
- Simplify the message: the CTA text should be short and to the point, ideally 2 to 5 words.
5. Constant testing and optimization
Mobile optimization requires constant adjustments based on data and testing. A/B testing is particularly valuable for identifying which locations, text, or CTA layouts work best on mobile devices.
Recommendations:
- Perform A/B testing regularly: experiment with different sizes, locations, and texts to identify what generates more interactions.
- Analyze mobile metrics: use tools such as Google Analytics or Litmus to track the specific performance of your CTAs on mobile devices.
- Listen to your audience: surveys or direct feedback from users can provide insights to improve the mobile experience.
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Where you place CTAs can drastically influence click-through rates and conversions.
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Conclusions
As we have seen so far, where you place CTAs can drastically influence click-through rates and conversions. Whether to capture attention early or to reinforce the action at the end, each location has a specific purpose.
Recall the initial story: a simple relocation of CTAs doubled interactions in a campaign. This proves that strategic design is not a luxury, but a necessity. CTAs are not just buttons or links to be placed randomly; they are windows of opportunity toward a deeper relationship with our audience. And in B2B marketing, every click counts.
