Call to Action in Emails: Examples, Templates, Tips [2026]

A call to action in emails decides whether the reader will engage with your content or not. It is the bridge between curiosity and conversion.

And the moment your reader decides to take a specific action, congratulations, your call to action worked. A call to action is something that can make or break your campaign’s success.

In this article, we’ll define CTAs and explore proven email call-to-action examples, templates, and best practices. You will also learn how to write compelling call-to-action copies that resonate.

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What is a call to action in emails?

A call to action in emails is a phrase, hyperlink, or CTA button that encourages a reader to take the desired action. It’s a clickable element that leads the user to subscribing to a newsletter, downloading a case study, completing a purchase, or something along those lines, you catch the drift.

A CTA keeps your email marketing campaigns alive by telling readers exactly what to do next. Without it, even the best email content loses direction.

Consider the following examples:

Weak CTA: Learn more about our new plan.
Strong CTA: Start your free 14-day trial today, no credit card required.

The second CTA adds clarity and urgency compared to the first one. Such CTAs increase the click-through rates (CTR) and drive conversion rates.

In your email marketing strategy, your CTA should align with your overall goal. If you’re sending sales emails, your CTA might lead to a landing page or e-commerce checkout. Or for lead generation, you can tell the audience to register for a webinar or download a resource.

Let your CTA guide your audience to the next step.

Email call-to-action examples

The first step is to identify what your reader wants most. Once you identify the motive, it becomes easy to write a compelling CTA.

Here are some call-to-action examples across industries that use different tone, phrasing, and action words:

E-commerce:
- Shop Now and Save 20%. Limited-Time Offer!
- Add to Cart Before It’s Gone.

These examples use a limited-time offer and a sense of urgency to drive action.

SaaS or B2B tools:
- See How It Works in 60 Seconds.
- Book a Demo and Find Out How Teams Use This Daily.

The ‘see how’ phrasing builds curiosity, while ‘book a demo’ makes the specific action clear.

Newsletter sign-ups:
- Join 10,000+ Marketers Who Read Our Tips Weekly.
- Get the Insights Before Everyone Else.

Social proof is one of the best motivators for engagement.

Educational content or webinars:
- Reserve Your Seat Now. Spots Fill Fast!
- Unlock the Guide to Smarter Automation.

Call to action email subject lines examples

Your subject line is essentially the first CTA your readers see. It sets the stage for your main message and determines whether your email is opened or not.

Here are a few call-to-action email subject line examples that grab attention:

Don’t Miss This: Your 20% Discount Expires Tonight.
Ready to Grow Your Business? Start Your Free Trial.
You Left Something in Your Cart. Complete Your Order Now.

Subject lines with action verbs, limited-time triggers, and personalization are likely to perform best. So, for example, instead of saying ‘Thanks…..’, you can say:

Thanks for joining us, Joe.
Great to meet you at the Marketing Summit last week.
George, you mustn’t miss out on these new features.

Pro tip: Make sure your email marketing platform supports A/B testing. Test variations of tone, personalization, and CTA phrasing to see what increases your open and click-through rates.

Call to action in email templates to use

Creating a call to action in emails doesn’t always mean starting from scratch. The best CTAs follow simple and repeatable patterns that you can easily personalize for any audience.

So, here are some plug-and-play CTA templates designed for different email goals. All you need to do is fill in the blanks to make them your own.

Feedback/surveys

Share your thoughts on [product/service] before [deadline] – [CTA button: Give Feedback]
Help us improve [product/service] – [CTA button: Take the Survey]
Your opinion matters! Complete the [survey] by [date] – [CTA button: Share Feedback]
Tell us how we did with [product/service] – [CTA button: Rate Us]
Quick 2-minute survey on [product/service] – [CTA button: Start Survey]
Shape the future of [product/service] – [CTA button: Give Feedback Now]
We value your experience! Respond before [deadline] – [CTA button: Take Survey]
Help us serve you better – [CTA button: Share Your Thoughts]
Your insight can make a difference for [product/service] – [CTA button: Give Feedback]
Tell us what you think before [date] – [CTA button: Start Survey]

Re-engagement/win-back

We miss you at [brand]! Come back before [deadline] – [CTA button: Return Now]
It’s been a while! Revisit [product/service] – [CTA button: Check It Out]
Your [account/subscription] is waiting – [CTA button: Rejoin Today]
Don’t miss out on [offer] – [CTA button: Claim Now]
Still interested in [product/service]? Act before [deadline] – [CTA button: Come Back]
We saved something special for you – [CTA button: Unlock Offer]
Your benefits are waiting – [CTA button: Renew Today]
Let’s reconnect! Grab [product/service] before [date] – [CTA button: Reactivate]
We’ve got an exclusive for you – [CTA button: See Offer]
Time’s running out to enjoy [offer] – [CTA button: Claim Yours]

Promotional/sales

Get your [product/service] before [limited offer deadline] – [CTA button: Claim Your Offer]
Exclusive deal on [product/service] ends [date] – [CTA button: Grab the Deal]
Limited stock alert! Get [product/service] now – [CTA button: Shop Now]
Don’t miss out! Save on [product/service] – [CTA button: Get Discount]
Special offer for [product/service] expires soon – [CTA button: Redeem Now]
Today only! [product/service] at [discount]% off – [CTA button: Buy Now]
Unlock your [product/service] deal before [deadline] – [CTA button: Claim Deal]
Act fast! Limited-time offer for [product/service] – [CTA button: Get Offer]
Your [product/service] is waiting at a special price – [CTA button: Shop Today]
Final hours to save on [product/service] – [CTA button: Grab Now]

Event/webinar invitations

Reserve your spot for [event name] before [date] – [CTA button: Register Now]
Don’t miss [webinar/workshop]! Sign up by [deadline] – [CTA button: Save My Seat]
Join us for [event] – [CTA button: RSVP Today]
Seats are filling fast for [event] – [CTA button: Register Here]
Be part of [event name] before [date] – [CTA button: Claim Your Seat]
Secure your spot for [webinar] – [CTA button: Sign Up Now]
Don’t miss insights from [speaker/expert] – [CTA button: Join Webinar]
Your invitation to [event] – [CTA button: Reserve Spot]
Countdown to [event]! Register before [deadline] – [CTA button: Register Today]
Experience [event highlights] – [CTA button: Join Now]

Product launch/new features

Discover the new [product/feature] – [CTA button: Explore Now]
Be the first to try [new feature/product] – [CTA button: Get Started]
New [product/service] just dropped! Check it out – [CTA button: Learn More]
Upgrade your [experience/productivity] with [new feature] – [CTA button: Try Today]
Experience [new product/service] before [date] – [CTA button: Explore Now]
See what’s new in [product/service] – [CTA button: Discover Features]
Introducing [product/feature] – [CTA button: Try It Now]
Your next favorite [product/service] awaits – [CTA button: Check It Out]
Be among the first to enjoy [feature/product] – [CTA button: Claim Access]
The future of [product/service] is here – [CTA button: Explore Now]

Content/resource sharing

Download your [guide/ebook] before [deadline] – [CTA button: Get My Copy]
Unlock the secrets of [topic] – [CTA button: Access Now]
Your free [resource/toolkit] awaits – [CTA button: Download Now]
Learn how to [achieve result] – [CTA button: Read More]
Get expert tips on [topic] – [CTA button: Access Guide]
Boost your [skill/knowledge] with [resource] – [CTA button: Claim Now]
Don’t miss out on [resource] – [CTA button: Get It Today]
Start improving [topic] today – [CTA button: Download Free]
Essential guide for [audience] – [CTA button: Grab Your Copy]
Your [checklist/toolkit] is ready – [CTA button: Access Now]

Trial/free demo

Start your free trial of [product/service] today – [CTA button: Start Trial]
Experience [product/service] before you buy – [CTA button: Try Now]
Claim your [X]-day free trial – [CTA button: Activate Trial]
See [product/service] in action – [CTA button: Book Demo]
Test [product/service] risk-free – [CTA button: Try It Today]
Start exploring [product/service] now – [CTA button: Get Started]
Discover the benefits of [product/service] – [CTA button: Start Free Trial]
Your free demo of [product/service] awaits – [CTA button: Schedule Now]
No credit card needed: Try [product/service] – [CTA button: Claim Trial]
Step into [product/service] experience – [CTA button: Try Today]

Upsell/cross-sell

Enhance your [product/service] with [add-on] – [CTA button: Upgrade Now]
Add [feature/product] to your plan before [date] – [CTA button: Get It Today]
Unlock premium [feature/service] – [CTA button: Upgrade Today]
Take your [product/service] to the next level – [CTA button: Explore Add-ons]
Boost your [experience/performance] with [product] – [CTA button: Buy Now]
Don’t miss out on [related product/service] – [CTA button: Add Now]
Enhance your plan with [feature] – [CTA button: Upgrade Today]
Special offer for [add-on] ends soon – [CTA button: Claim Now]
Your [product/service] is better with [feature] – [CTA button: Explore Now]
Level up your [service/product] – [CTA button: Upgrade]

Account/subscription reminders

Your subscription ends on [date] – [CTA button: Renew Now]
Don’t lose access to [product/service] – [CTA button: Renew Today]
Time to renew your [account/subscription] – [CTA button: Continue Access]
Extend your [plan/service] before [deadline] – [CTA button: Renew Now]
Keep enjoying [product/service] – [CTA button: Renew Today]
Your plan expires soon! Act now – [CTA button: Renew Now]
Avoid interruption: Renew [subscription] – [CTA button: Extend Access]
Continue your [product/service] experience – [CTA button: Renew]
Your benefits expire soon – [CTA button: Renew Now]
Stay connected with [product/service] – [CTA button: Continue Subscription]

Social/community engagement

Join the conversation on [platform] – [CTA button: Follow Us]
Connect with other [product/service] users – [CTA button: Join Community]
Share your experience with [product/service] – [CTA button: Post Now]
See what’s new in our community – [CTA button: Explore Forum]
Engage with [brand] fans – [CTA button: Join Discussion]
Stay updated with the latest [news/offers] – [CTA button: Follow Today]
Be part of [community/event] – [CTA button: Join Now]
Your voice matters! Join the community – [CTA button: Get Involved]
Discover tips and tricks from [brand/users] – [CTA button: Explore Now]
Connect, share, and learn – [CTA button: Join Today]

How to write a call to action in emails

Here’s the framework for writing CTAs that drive results:

Step 1. Start with clarity

Clearly inform your readers about what happens after they click. Ambiguity kills action.

Step 2. Use first-person language

Phrases like “Start my free trial” or “Save my spot” convey a sense of personalization and drive ownership. First-person CTAs can boost click-through rates by 90%.

Step 3. Create urgency and exclusivity

Add limited-time cues like “today,” “only,” or “exclusive.” Your sense of urgency motivates faster decisions.

Step 4. Design matters

An interactive CTA button with a contrasting color can increase clicks by 20%. Keep it mobile-friendly, easy to find, and easy to click.

Step 5. Use curiosity strategically

Phrases like “See how top marketers…” or “Discover what happens when…” pull the reader in.

Step 6. Optimize through A/B testing

Change one variable at a time, the CTA copy, button color, or placement, and track the difference in conversion rates.

Also, remember to analyze your email’s website traffic. It’ll show how your email clicks affect landing page performance and where users drop off.

Call to action in emails: best practices

You’ve seen the examples and templates. Now, it’s time to refine your approach with email CTA best practices:

Focus on one primary CTA

Multiple CTAs confuse readers. Therefore, ensure you have only one CTA included in one email. You can use secondary CTAs like “Learn More” or “Contact Sales,” but your main CTA should dominate attention.

Align your CTA with your target audience

A good CTA speaks your targeted audience’s language. For instance, if your readers are e-commerce shoppers, “Shop Now” works. But for SaaS, “Get a Demo” feels more relevant. So make sure to match the tone, context, and intent of your audience.

Use design psychology

The best emails use white space, contrasting color, and minimal clutter to get attention. Your CTAs should look like the next natural step. You should make it stand out and fit in at the same time.

Personalize through segmentation

Segment users by behavior or interest. Track which links they clicked in past emails and trigger dynamic CTAs. For example, if a reader clicked a “pricing” link, then the next CTA could be “See how our plan fits your team size.”

Connect CTAs to measurable metrics

Monitor CTR, conversions, and engagement. Integrate tools that show you how many users clicked your call-to-action button and completed the journey. You can even connect this data to your CRM and best hiring tools if you’re running recruitment campaigns or HR automation flows.

Make CTAs contextually relevant

For example, if you share a case study, your CTA could say, “See how they grew 300% with our tool.” This way, your CTA stays relevant to the topic of your case study, which builds trust and ensures that users take action.

Ensure your landing page matches the promise

Consistency is key. If your email says “Buy Now,” don’t send users to a generic homepage. Lead them directly to a matching landing page that fulfills that promise.

Keep it human

Even if you generate content with automation tools, your tone matters. Talk to your reader, not at them. Ask questions, share quick wins, and use good email etiquette to keep it personal.

Integrate CTAs across channels

No matter how well-crafted, an email CTA cannot work its magic on its own. Back it up on social media, LinkedIn, and ads. Cohesive messaging improves recall and action consistency.

Analyze and iterate

Every email marketing campaign is a chance to learn something new. So, be sure to keep track of the key marketing KPIs to track the performance of your emails and see what’s working and what’s not. A 1% boost in CTR might sound small, but across thousands of emails, it means hundreds of new leads.

Use a reliable email marketing platform

No matter how well-crafted the CTA you use, if your emails don’t land in recipients’ inboxes, your efforts will simply fall flat. That’s why you should choose an email marketing platform that will allow you to hit the mark every time and make your CTAs visible.

If you don’t know where to start, be sure to dive into our in-depth list of the best email marketing platforms out there. ⬅️

P.S. Mailtrap focuses on high inboxing rates, fast email delivery, and 24/7 expert support. It also has a generous free plan, so be sure to check it out. Happy sending! 📨

Call to Action in Emails: Examples, Templates, Tips