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how many CTAs should my email have?

... and what's a CTA?

A Call-to-action (CTA) is just that - it's the call or the action you're asking your users to make.

A "subscribe" button is a CTA.

A "Summer Sale" link is a CTA.

Amazon's "Buy Now" button is a compelling CTA.

When crafting your email copy you're undoubtedly thinking about the CTA as the ultimate goal.

Which is why, 95% of the time, I'm going to recommend your email have one CTA.

Yes, just one.

Clarity and Focus

Having a single CTA ensures that your email has a clear and focused purpose. By highlighting a single action or objective, you can minimize confusion for your recipients and make it easier for them to understand what you want them to do.

Have you ever opened an email -or visited a website- that's promoting their Summer Sale! also 50% off custom mugs also Final Hours of our Cookware Deals!

It's jarring and distracting.

A focused, single-CTA approach increases the likelihood of recipients taking the desired action.

Reduced Decision-Making Complexity

Multiple CTAs in an email can overwhelm recipients and create decision-making complexity. When faced with too many options, subscribers may become indecisive or choose not to engage with any of the CTAs.

It's like searching on Amazon for "toddler dresses" and oh-my-goodness how did that result in 154,105 results? Enter decision fatigue.

A single CTA simplifies the decision-making process and makes it easier for recipients to understand the next step you want them to take.

Increased Conversion Rates

By having only one CTA, you can optimize your email for a specific goal or conversion. By focusing on a single desired action, you can craft a compelling and persuasive message that drives recipients to take that specific action.

This is another sample of personalization beyond, "Hi [First Name]". A single CTA allows you to hone your messaging and personalize it to the subscriber. It's not a kitchen sink approach.

This singular focus tends to result in higher conversion rates as it directs the recipients' attention and motivates them to act.

Yes, there are exceptions but for the sake of clarity, decisiveness and speed, keep it simple.



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