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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Call to Action (CTA)

A call to action (CTA) is a short prompt — often a button or link — that tells the reader exactly what to do next, such as "Shop now" or "Get 10% off." It turns attention into action.

Also known as: CTA, call-to-action, action button

Every email should have a job, and the CTA is where that job gets done. It's the bridge between reading and doing — clicking through, buying, downloading, or signing up.

What makes a good CTA?

Keep it short, specific, and action-oriented. Generic copy like "Click here" underperforms; a clear benefit like "Get my discount" or "Start my free trial" does better. Contrast and placement matter too — make the button easy to spot.

Where should you place a CTA?

The top third of an email is the most popular spot, but repeating your CTA further down helps too. Just keep it focused: one clear action per email beats several competing ones.

How many CTAs should an email have?

Usually one primary action, repeated as needed. Multiple competing CTAs split attention and lower click-through rates. Decide the single thing you want the reader to do, then make that path obvious.

Related terms

Subject Line Preheader Email Template Personalization Dynamic Content

Related reading from Drip

25 Call to Action Examples You Might Not Have Considered The Guide to Email Marketing: Best Practices + Examples

Frequently asked questions

What is a call to action in email marketing?
A call to action (CTA) is a short prompt — usually a button or link — that tells the reader what to do next, such as "Shop now," "Get my discount," or "Read more." It converts a reader's attention into a click or purchase.
What makes an effective email CTA?
Short, specific, benefit-driven copy; a button that stands out visually; and a single clear action. Replace generic wording like "Click here" with value-focused phrases like "Get my 10% off."
Where should the CTA go in an email?
The top third of the email is the most common and effective placement, since many readers don't scroll. For longer emails, repeat the same CTA further down so the action is always within reach.
How many CTAs should an email have?
Focus on one primary action. You can repeat that same CTA multiple times, but multiple competing CTAs divide attention and reduce clicks. One clear goal per email performs best.
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