Marketing With Laryssa · 2026-06-07 · 12 min
The call to action is the last thing someone reads before they click - or don't. And for something that important, it gets surprisingly little strategic thought in most email programs. What I see instead is one of two extremes. Either the CTA is completely ignored - "Shop Now" slapped on every button, same wording across every email, no thought given to whether it's actually doing its job. Or it's wildly overthought - someone spent 20 minutes trying to make the button sound clever and ended up with copy that nobody instantly understands. Both are a problem. And the fix is simpler than most brands expect, because simple almost always wins with CTAs. The brands that obsess over making their buttons sound unique are often the ones leaving clicks on the table every single day. The other thing worth talking about is structure - because a CTA doesn't live in isolation. It lives inside an email, often alongside other buttons and links, and how those compete or support each other changes everything about whether anyone clicks at all.
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