120 Email CTA Examples That Get Clicks, Sorted by Goal

120 email CTA examples, sorted by what you want people to do

A call to action (CTA) is the button or link that tells a reader what to do next: buy, register, download, book, reply. Below are 120 CTA examples for email, grouped into 12 goals of 10, each with a note on when it fits. After the list you'll find what makes a CTA work, copy formulas you can reuse, where to place the button, first-person vs second-person wording, mobile rules and how to A/B test your CTAs.

Key takeaways

• The best CTAs start with a verb and name what the reader gets: "Get my free guide" beats "Submit".
• Keep button copy to 2-5 words and give each email one primary action.
• Place the main CTA where the reader has enough context to say yes, and repeat it in long emails.
• On mobile, make the button at least 44 x 44 points and code it in HTML, not as an image.
• Test one variable at a time (wording, color or placement) and judge it on click rate, not opens.

Ecommerce and shopping CTAs (1-10)

Use these for product launches, new arrivals and catalog emails, where the reader already knows your store.

1. Shop Now — the default for a single, clear promotion.
2. Shop the Collection — when the email features a range rather than one item.
3. Shop the Look — fashion and home emails built around a styled photo.
4. See What's New — new-arrivals emails to regular buyers.
5. Find Your Size — lowers the "will it fit?" objection for apparel and footwear.
6. Browse Bestsellers — social proof built into the button.
7. Add to Cart — single-product emails where the decision is already made.
8. Get Yours Today — adds ownership and a light time cue.
9. Explore the Catalog — softer option for browsers rather than buyers.
10. Pick Your Color — invites a small, easy first step.

Sale, discount and limited-time offer CTAs (11-20)

Put the offer in the button. Readers scan for the number, so a specific figure usually beats a generic "Shop now" in sale emails. Pair them with a countdown timer when the deadline is real.

11. Get 20% Off — the discount is the message.
12. Claim My Discount — first-person version for coupon emails.
13. Unlock My Offer — works for personalized or member-only deals.
14. Shop the Sale — seasonal and clearance campaigns.
15. Save Before Midnight — a true deadline, stated plainly.
16. Get Free Shipping — often the strongest incentive for small baskets.
17. Use My Code — when the code is shown in the email.
18. Grab the Deal — informal brands and flash sales.
19. See Today's Deals — daily-deal and Black Friday sequences.
20. Buy One, Get One Free — the offer and the action in one line.

Newsletter and subscription CTAs (21-30)

For welcome emails, forward-to-a-friend blocks and sign-up prompts. Say what arrives and how often.

21. Subscribe for Free — removes the cost question.
22. Sign Me Up — short and first-person.
23. Get the Weekly Digest — names the format and the frequency.
24. Join 5,000 Readers — social proof (use your real number).
25. Keep Me Posted — low-commitment option for updates.
26. Send Me the Tips — for content-led newsletters.
27. Choose My Topics — links to a preference page and cuts unsubscribes.
28. Confirm My Subscription — the button in a double opt-in email.
29. Get Early Access — waitlists and launch lists.
30. Stay in the Loop — friendly, general updates.

Free trial and account sign-up CTAs (31-40)

For SaaS and apps. Name the trial length or the "no card" condition when it's true; it answers the main objection before the click.

31. Start My Free Trial — the classic first-person trial button.
32. Try It Free for 14 Days — the length reduces risk (use your real trial length).
33. Create My Account — clear about what happens next.
34. Get Started Free — short, works on any device.
35. Start Without a Card — for products that really don't ask for one.
36. Build My First Campaign — names the first win, not the sign-up.
37. Activate My Account — onboarding and confirmation emails.
38. Finish Setting Up — for users who stopped halfway.
39. Upgrade to Pro — upsell emails to active users.
40. See Plans and Pricing — for readers who need numbers first.

Demo, consultation and quote CTAs (41-50)

B2B and service businesses ask for more time, so the button should say how much and what the reader gets.

41. Book a Demo — standard for software sales.
42. Book a 15-Minute Call — the time limit makes the yes easier.
43. Get a Free Quote — trades, agencies, insurance.
44. Get My Custom Price — when pricing depends on volume.
45. Talk to an Expert — for complex or high-value purchases.
46. Schedule My Consultation — clinics, coaches, advisers.
47. Request a Callback — for audiences who prefer to be contacted.
48. Pick a Time — links straight to a booking calendar.
49. Get My Free Audit — consultancies and agencies.
50. See It in Action — softer than "Book a demo"; can link to a video.

Event and webinar registration CTAs (51-60)

Registration buttons work best when they sound like a reservation, not a form. See also our guide to webinar invitation emails.

51. Save My Seat — the most common webinar CTA, and for good reason.
52. Reserve My Spot — workshops and limited-capacity events.
53. Register Free — when price is the first question.
54. Get My Ticket — paid events and festivals.
55. RSVP Now — invitations and private events.
56. Join the Live Session — the reminder email on the day.
57. Add to My Calendar — confirmation emails after registration.
58. Watch the Replay — the follow-up for no-shows.
59. Join the Waitlist — sold-out events.
60. See the Agenda — for readers who need detail before committing.

Turning these phrases into real buttons? Mailpro's button builder codes every CTA in HTML, so it still shows when the inbox blocks images.

Download and lead magnet CTAs (61-70)

Name the asset. "Download" alone says nothing about the value; "Get the 2026 checklist" does.

61. Get the Free Guide — ebooks and how-to guides.
62. Download the Checklist — practical, quick-win content.
63. Send Me the Template — first-person, for templates and swipe files.
64. Get the Report — research and benchmark content.
65. Read the Case Study — mid-funnel B2B nurturing.
66. Get My Copy — books and whitepapers.
67. Grab the Cheat Sheet — informal tone, small asset.
68. Download the Price List — wholesale and B2B buyers.
69. Get the Slides — after a talk or webinar.
70. Access the Toolkit — bundles of several resources.

Content and "read more" CTAs (71-80)

For newsletters that tease an article. These are informational CTAs, so honesty about the format (read, watch, listen) earns more trust than hype.

71. Read the Full Story — newsletter teasers.
72. Read in 5 Minutes — the reading time lowers the barrier.
73. Watch the Video — say it's a video before the click.
74. Listen to the Episode — podcasts.
75. See the Recipe — food and lifestyle brands.
76. View the Full Guide — long-form content.
77. See All 10 Tips — when the email shows only the first few.
78. Explore the Features — product update emails.
79. See How It Works — explainer content.
80. Continue Reading — mid-sentence cut-offs in digest emails.

Membership, loyalty and account CTAs (81-90)

For existing customers. These emails are about value they already have, so the CTA can be direct.

81. See My Points — loyalty program updates.
82. Redeem My Reward — points-expiry and reward emails.
83. Renew My Membership — renewal reminders.
84. Join the Club — loyalty sign-up.
85. Access Member Content — exclusive content for members.
86. Update My Details — profile and data-quality campaigns.
87. Manage My Subscription — account emails.
88. Track My Order — shipping notifications.
89. Reorder Now — consumables and repeat purchases.
90. Claim My Birthday Gift — birthday automated emails.

Abandoned cart and re-engagement CTAs (91-100)

Readers who drifted away need the shortest path back, and often a reason.

91. Return to My Cart — the first abandoned-cart email.
92. Complete My Order — checkout reminders.
93. Still Want It? Buy Now — the second reminder.
94. Finish Checking Out — for multi-step checkouts.
95. Come Back for 10% Off — the last reminder with an incentive.
96. See What You Missed — win-back emails to lapsed customers.
97. Yes, Keep Me Subscribed — re-permission campaigns before a list clean.
98. Pick Up Where I Left Off — courses and apps.
99. Restock Alert: Shop Now — back-in-stock emails.
100. Tell Us Why You Left — exit feedback rather than a hard sell.

Social, community and referral CTAs (101-110)

Secondary CTAs that often live in the email footer or a closing block, after the main action.

101. Follow Us on Instagram — name the network.
102. Join the Community — forums and private groups.
103. Share With a Friend — forward-to-a-friend blocks.
104. Refer a Friend, Get $10 — referral programs (use your real reward).
105. Invite My Team — B2B products with multiple users.
106. Tag Us in Your Photos — user-generated content.
107. Join the Conversation — LinkedIn or community discussions.
108. Vote for Your Favorite — product polls and contests.
109. Enter the Giveaway — contests.
110. Reply and Tell Us — asks for an email reply, which also signals engagement to mailbox providers.

Review, survey and feedback CTAs (111-120)

Say how long it takes. A time estimate is the single most useful detail in a feedback CTA.

111. Rate Your Order — post-purchase emails.
112. Leave a Review — the standard review request.
113. Take the 2-Minute Survey — time estimate built in.
114. Share My Feedback — first-person variant.
115. Tell Us How We Did — service and support follow-ups.
116. Answer 3 Quick Questions — makes the effort concrete.
117. Help Us Improve — appeals to goodwill rather than reward.
118. Rate From 1 to 10 — NPS emails, often with clickable numbers.
119. Write a Testimonial — for your happiest customers.
120. Suggest a Feature — product feedback.

Why do these CTA examples work?

Effective email CTAs share five traits: they start with an action verb, they name a benefit or outcome, they are specific, they reduce a doubt, and they ask for one thing. Most of the 120 examples above combine at least three of them.

• An action verb first. Get, start, book, save, join, claim, see. The verb tells the reader what the click does.
• A visible benefit. "Get my free guide" sells the guide; "Download" sells nothing.
• Specifics. Numbers, durations and names ("20% off", "15-minute call", "2-minute survey") make the promise concrete and believable.
• Less risk. "Free", "no card", "cancel anytime" or a time estimate answers the objection at the moment of decision.
• One clear job. An email with three equally loud buttons usually gets fewer clicks than one with a single primary CTA and a quieter secondary link.

CTA copy formulas you can reuse

Most good CTA button text fits one of these patterns. Fill in the blanks with your own offer.

Add a short line under the button for anything that doesn't fit: "Free for 14 days. Cancel anytime." This supporting microcopy does the reassuring so the button can stay short.

First person or second person: "Start my trial" or "Start your trial"?

First-person CTAs ("my") often outperform second-person ones ("your") because the reader hears their own voice saying yes. Popupsmart's 2026 benchmark (English popups, January 2024 to September 2026) found first-person buttons such as "Send my code" converting at 1.18%, against 0.80% for neutral wording.

It isn't a universal rule. "My" reads oddly on some buttons ("Read my article" from a brand), and results vary by audience. Treat it as one of the first variables worth testing on your own list.

Where should you place the CTA in an email?

Place the primary CTA where the reader has enough information to say yes. For short promotional emails that's usually in the first screen; for longer, story-led emails it's after the argument, with a repeat of the same CTA near the end.

• Short promo emails: CTA in the first screen, directly under the headline and offer.
• Long newsletters: one CTA per article teaser, plus the main action repeated at the bottom.
• Repeat, don't multiply: showing the same CTA twice is fine; adding three different goals dilutes clicks.
• Secondary actions (social follows, referral, preferences) belong lower, often in the footer.
• Support it with the preheader and subject line, so the promise the reader opened for matches the button. See our guide to the email preheader.

How should an email CTA button look?

A CTA button should look clickable, contrast clearly with the background, and have space around it. Visual design decides whether the button gets seen; copy decides whether it gets clicked.

• Contrast: pick a button color that stands out from your palette, and keep the text-to-button contrast at least 4.5:1 (the WCAG level for normal text) so it stays readable.
• Whitespace: padding around the button separates it from body copy and makes it easier to tap.
• HTML, not an image: many inboxes block images by default. A "bulletproof" HTML button still shows its text when images are off. Mailpro's button builder creates HTML buttons you can style for size, shape, font, alignment, background color and border.
• Length: 2-5 words fits on one line on a phone screen.
• Dark mode: check that your button color still reads on a dark background.

How do you make CTAs work on mobile?

Make the tap target large, keep the text short and give the button room. Apple's Human Interface Guidelines recommend touch targets of at least 44 x 44 points, and WCAG 2.2 sets 24 x 24 CSS pixels as the minimum target size, so a full-width or near-full-width button is the safe choice in a single-column mobile layout.

• Use a single-column layout so the button isn't squeezed next to an image.
• Avoid placing two links close together; mis-taps frustrate readers.
• Keep the main CTA visible without long scrolling on short emails.
• Preview every campaign on a phone before sending; a responsive newsletter layout adapts to the screen it is read on.

How do you A/B test email CTAs?

To A/B test a CTA, send two versions of the same email that differ in one element (the button text, color or position) to two random, similar-sized segments of your list, then compare the click rate. Change one thing at a time, or you won't know what caused the difference.

1. Pick one variable: wording first (e.g. "Start your trial" vs "Start my trial"), then color, size or placement.
2. Split the list randomly into two comparable groups with segmentation.
3. Measure clicks, not opens: use click-through rate or click-to-open rate, since the CTA can't affect who opens.
4. Wait for enough data before calling a winner; a handful of clicks is noise.
5. Roll out the winner and test the next variable.

Mailpro's click analysis shows which links in each campaign got clicked, so you can compare versions directly. For a full walkthrough, read how to A/B test your campaigns, and for benchmarks see our guide to email click-through rate.

Weak CTAs to avoid

Weak CTAs are vague, passive or ask for effort without saying why. Swap them for a specific alternative from the list above.

Frequently asked questions about CTA examples

What is a good CTA example?

A good CTA is short, starts with a verb and names the benefit, such as "Get 20% Off", "Save My Seat" or "Start My Free Trial". It tells the reader exactly what happens after the click. For a quick definition, see what is a CTA.

How many words should a CTA button have?

Two to five words is the usual range. That's enough to include a verb and a benefit while still fitting on one line on a phone.

How many CTAs should one email have?

One primary CTA, which you can repeat. Secondary links (social profiles, preferences, a related article) are fine as long as they are visually quieter than the main button.

Is a button better than a text link?

For the main action, usually yes: a button is easier to spot and to tap on mobile. Text links work well for secondary actions and inside article teasers.

What color should a CTA button be?

There is no single best color. What matters is contrast with the rest of the email and readable text on the button. Test colors only after you've tested the wording.

Should a CTA create urgency?

Only when the deadline is real. "Save Before Midnight" works when the offer really ends at midnight; fake urgency erodes trust and future click rates.