Common mistakes in email call-to-action design

Your click-through rate just hit 8%. Your conversion rate is still zero. 𝟳 𝗖𝗧𝗔 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝘁𝗵𝗮𝘁 𝗴𝗲𝘁 𝗰𝗹𝗶𝗰𝗸𝘀 𝗯𝘂𝘁 𝗹𝗼𝘀𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀: 𝟭/ 𝗟𝗶𝗻𝗸𝗶𝗻𝗴 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗵𝗼𝗺𝗲𝗽𝗮𝗴𝗲 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝗮 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗹𝗮𝗻𝗱𝗶𝗻𝗴 𝗽𝗮𝗴𝗲 CTA says "Learn more about our services." Link goes to your homepage with seventeen navigation options. They clicked with intent and landed in decision paralysis. They close the tab without converting. → Every CTA needs a dedicated destination with one clear action. 𝟮/ 𝗔𝘀𝗸𝗶𝗻𝗴 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘀𝗮𝗹𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆'𝗿𝗲 𝗿𝗲𝗮𝗱𝘆 Email #2 in your welcome sequence: "Book a discovery call now." They've read exactly one email from you. They don't know you yet. Premature sales asks feel pushy and get ignored. → Match CTA intensity to relationship stage. 𝟯/ 𝗦𝗲𝗻𝗱𝗶𝗻𝗴 𝘁𝗼 𝗽𝗮𝗴𝗲𝘀 𝘁𝗵𝗮𝘁 𝗹𝗼𝗮𝗱 𝘀𝗹𝗼𝘄𝗹𝘆 𝗼𝗿 𝗯𝗿𝗲𝗮𝗸 𝗼𝗻 𝗺𝗼𝗯𝗶𝗹𝗲 They click from their phone during their commute. Your landing page takes 8 seconds to load. They're already gone. Technical friction kills warm interest instantly. → Test every destination on mobile before sending. 𝟰/ 𝗨𝘀𝗶𝗻𝗴 𝗰𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆 𝗴𝗮𝗽𝘀 𝘁𝗵𝗮𝘁 𝗱𝗼𝗻'𝘁 𝗱𝗲𝗹𝗶𝘃𝗲𝗿 CTA: "Click to see what we discovered." Landing page: Generic service description they already knew. Bait-and-switch destroys trust faster than anything. → Your landing page needs to deliver what the CTA promised. 𝟱/ 𝗠𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝗻𝗴 𝗖𝗧𝗔𝘀 𝗶𝗻 𝗼𝗻𝗲 𝗲𝗺𝗮𝗶𝗹 "Download the guide" and "Book a call" and "Read the blog post" and "Follow us on LinkedIn." They don't know which action matters most. Decision fatigue leads to no decision at all. → One email, one primary CTA. Everything else is noise. 𝟲/ 𝗥𝗲𝗾𝘂𝗶𝗿𝗶𝗻𝗴 𝘁𝗼𝗼 𝗺𝗮𝗻𝘆 𝘀𝘁𝗲𝗽𝘀 𝗮𝗳𝘁𝗲𝗿 𝘁𝗵𝗲 𝗰𝗹𝗶𝗰𝗸 They click "Get the template." Landing page requires: name, email, company, role, phone, company size, and subscribe to three lists. They wanted a template, not a commitment ceremony. → Friction after the click kills completion rates. 𝟳/ 𝗧𝗶𝗺𝗶𝗻𝗴 𝘁𝗵𝗲 𝗮𝘀𝗸 𝘄𝗿𝗼𝗻𝗴 𝗶𝗻 𝘁𝗵𝗲 𝗲𝗺𝗮𝗶𝗹 Your CTA appears after 800 words of content. Mobile readers never scroll that far. Or it appears in line 2 before they know what you're talking about. → CTA placement matters as much as CTA copy. Getting someone to click is the easy part. Getting them to convert after clicking is where most campaigns fail. Fix your destinations before optimizing your CTAs. ♻️ Repost if clicks don't matter without conversions. ➕ Follow me, Louis Shulman, for more tactics to stay top of mind and beat the competition. 📧 Join our weekly marketing newsletter: https://lnkd.in/gYGzEeTb

This newsletter gets 60% open rates (!) but barely any conversions. After auditing their strategy, I could see the problem: Quick context: This founder is sending 1 email per week to a list of almost 20,000 subscribers. Open rates are consistently around 60% - which is exceptional. So engagement isn’t the issue. The bottleneck is what happens after the open. After auditing the emails, here are the 2 problems I found: Problem 1: Too many CTAs in a single email Their newsletters are value-packed, which is great. But they also include multiple calls to action in each email: • Join the cohort • Get this free resource • Attend this free masterclass When readers have too many options, they often choose none. Attention gets diluted, and conversions drop. Problem 2: No dedicated conversion-focused emails They’re essentially using one email format to do two jobs: educate and convert. But those require different approaches. A value email should build trust and provide insight. A conversion email should leverage social proof and drive action. Combining them weakens both. So here’s what I recommended: New cadence: 2 emails per week instead of 1 Email 1: Value Email A framework, strategy, or tactic related to their area of expertise. One CTA only - congruent with the email’s theme. Email 2: Social Proof / Case Study Email Features a student or customer transformation story. Still valuable (people love real stories), but more directly promotional. One CTA only - join the upcoming offer or buy the product. Why this works: - Clear separation of purpose. Each email has one job. Value email builds trust. Case study email drives conversions. - Doubles your touchpoints. Going from 1 to 2 emails per week means more opportunities to convert - without overwhelming your list (especially if open rates are already strong). - Reduces final-week pressure. By consistently promoting offers throughout the cycle (not just the last week), you’ll see steadier signups and less scrambling. Hope this helps! 👊

Never ask for a “quick chat” in your cold emails. Nobody wants to block out 15 minutes for a stranger who'd waste their time. Such requests create high pressure, high commitment, and high resistance on your prospects. Which is why you're better off using a video CTAs instead. Examples that convert: "Mind if I share a quick video of a custom wireframe I made for you?" or "Worth sharing a 2-minute breakdown of how we automated Client Ascension's onboarding?" or "Can I send over a video walking through three automation ideas for your warehouse?" Notice how this approach is low pressure, low commitment, and high value.   People will consume something valuable before they'll commit to a conversation. Video CTAs work better because they can watch on their timeline, not yours. To craft winning video CTAs, make it specific like "video going over our apparel catalog" not "quick video." Show them something they can use, tie it directly to their business needs, and keep it short at 2-3 minutes max.

I spent 10+ hours learning to write stronger calls to action this week. 14 concepts I plan to use: 👉 1. Call to Action vs. Call to Value A call to action is for people ready to buy - keep it as simple as possible. A call to value reminds the prospect of the great outcome they're going to get. 👉 2. Use the phrase "I want to ____" in your button or link copy. Fill in the blank with a desired outcome. THIS: "I want to grow my business" NOT: "Download it now" 👉 3. Use the word "show" THIS: "Show me outfits I'll love" NOT: "Sign up now" That's a real example where the change resulted in 123% more clicks. 👉 4. Use first person language on buttons. THIS: "I want to double my revenue" NOT: "Double your revenue" 👉 5. Think of links as a door. People don't know what's on the other side so it's scary to click. Make it less scary for them. 👉 6. Focus on ONE action. Don't compete with your own CTA by making multiple asks. 👉 7. Lead with action verbs. THIS: "Unlock your marketing potential and download our free strategy guide" NOT: "Download our guide" 👉 8. Use an "If" statement. Weave a specific problem and solution into your CTA. Example: "If you're ready to maximize your profit and grow to 50k months working part-time hours, book a call with me to discuss what next steps would look like for you." 👉 9. Avoid generic phrases. Your CTA should work even if there was no other copy around it. Don't settle for "Click here," "Download now," "Submit," etc. 👉 10. Avoid hesitant language. Be more confident than "Let me know if you want it" or "If you need me..." 👉 11. No jargon or vague language. Address a specific problem using language your target audience uses. Don't say stuff like: "If you want to live your best life and step into your full potential..." 👉 12. No negative language. THIS: "Are you ready to lose 10-25 pounds of that menopause weight?" NOT: "Are you struggling to lose weight with menopause?" 👉 13. Write your CTA before you write anything else. It gives you a north star to guide the rest of your writing. 👉 14. Make sure your CTA includes two things: ✅ Why they should act ✅ Why they should do it NOW Want more useful tips like these? This week on LinkedIn I'll share: • How I turn newsletter subscribers into buyers • A formula you can use to strengthen your niche • How I'm growing my LinkedIn following 👉 Follow me and hit the 🔔 at the top right of my profile to turn on notifications so you don't miss those posts. Thanks for your interest!

I’ve audited hundreds of email campaigns. You know the most common, invisible leak? The Call to Action. It’s either: • Too generic (“Shop Now”) • Too early (pushed before desire is built) • Too confusing (multiple CTAs doing different things) A good CTA isn’t a button. It’s the climax of a story. So if your CTA isn’t converting, ask yourself: • Did you earn the click? • Did you tell them what they’re clicking into? • Did you make it feel like a decision, not a button? Instead of “Shop Now,” say: → “Find your match” → “Get 30% smarter in 3 minutes” → “See why 3,000 people switched this week” CTAs aren’t the end of your copy. They are the copy.

Cold Emails: Multiple questions/asks reduce reply rates by 26% (Lavender 💜) Here's a simple way to increase cold email reply rates 👇 The cold email game right now is all about reducing friction. The more mental effort your prospect has to exert—the less likely they are to respond. The most common cold email mistakes are: ⛔️ Too lengthy If you keep emails around 50-75 words, you'll get an 83% boost in reply rates (Lavender). ⛔️ Not easy to skim If you keep paragraphs to 1-2 sentences max, the email is way easier to skim. You only have ~10 seconds of your prospect's attention (Statista) once they decide to open your email. ⛔️ Multiple CTAs If you limit to one ask, you'll get a 26% boost in reply rates (Lavender). Have a case study to share? A link to check out? Asking for a meeting? Asking for interest? You can always send another email. Only make one of those asks per email. ⛔️ Asking open-ended questions These are great for cold calls, but terrible for cold emails. Open-ended questions will cut your cold email reply rate in half (Gong). Make questions easy to answer. ✅ What this looks like in action Sales leaders—this is a great way to spot check your reps' cold emails: - Under 75 words - Easy to skim, short paragraphs - ONE Call-To-Action The problem with the email in the image is that it's asking me two questions: 1) Do I want to see a case study? 2) How do I generate new business? Here's how they could have rewritten this email to get a response from me: ▶︎ Email #1 ◀︎ Hey Jason, A client of mine (David, also a coach/consultant) added another $100k to his Q1 by leveraging case studies to drive more qualified inbound leads. Mind if I send over the insights to you? Caleb P.S. If nothing else, you'll get a few ideas on how you could leverage your work with Rippling and Gong to get more clients ▶︎ Email #2 (bump) ◀︎ Here's the case study. Caleb ▶︎ Email #3 (bump) ◀︎ Curious, looks like you're primarily running webinars, podcasts, and using LinkedIn to attract new customers. It doesn't look like you feature your clients much in the content. Would it be worth a quick chat if I showed you how to leverage your case studies to drive more qualified inbound leads? Caleb _____________________ Lesson here: Spread your emails out. You don't have to share everything in the first email. Keep it simple with one ask per email. What feedback do you have for this cold email? Let me know in the comments. #sales #coldemail

Your CTAs are failing. Here’s how to fix them. Your Call to Action (CTA) is the final push that turns attention into action. But too many CTAs fall flat—vague, uninspired, or buried where no one notices them. Here’s the truth: A killer CTA doesn’t just ask for a click or a sign-up; it commands attention, creates urgency, and shows the value of taking action. 📝 Here are 8 principles for writing CTAs that actually convert: 1️⃣ Clarity Beats Cleverness Don’t confuse them—be direct. 💬 Before: “Learn More.” 💬 After: “Get Your Free Guide Now.” 2️⃣ Create a Sense of Urgency “Limited Time Offer” works for a reason. 💬 Example: “Act before midnight to save 50%.” 3️⃣ Make It Personal Talk directly to your audience. 💬 Example: “Your deal is waiting—claim it now.” 4️⃣ Highlight the Benefit Show what’s in it for them. 💬 Example: “Boost your productivity in just 10 minutes a day.” 5️⃣ Simplify the Action One clear step—no hurdles. 💬 Example: “Sign up with one click to get started.” 6️⃣ Place CTAs Strategically Put them where they can’t miss them. 💬 Tip: Above the fold, at the end of emails, and on landing pages. 7️⃣ Use Strong, Action-Oriented Verbs “Claim Your Deal” > “See the Offer.” 💬 Example: “Book Your Spot Today.” 8️⃣ Test, Refine, Repeat Learn what works and double down on it. 💬 Example: Test “Get Started Now” vs. “Start Your Free Trial Today.” ✨ The best CTAs are clear, bold, and deliver on their promise. 💬 Challenge: Take a look at your most recent campaign’s CTA. Does it inspire action or leave room for doubt? Share your favorite CTA tips or examples below—I’d love to hear them! ♻️ Share this post with your team and save it for future campaigns. ✅ Follow Tom Wanek for more actionable marketing insights to level up your campaigns today.

Most CTAs kill conversions before they even start. I've analyzed 500+ websites and found the same mistakes: • "Learn more" buttons • "Get started" links • "Click here" prompts These generic CTAs are conversion killers. After analyzing over 500+ websites I found this is what REALLY works: 1. Be specific "Save 10+ hours on client reporting" > "Learn more" 2. Create urgency "Lock in Q1 pricing today" > "Sign up" 3. Show value "Generate your free SEO audit" > "Get started" 4. Make it visible ↳ Sticky headers ↳ Contrasting colors ↳ Strategic placement 5. Match user intent "Book your strategy session" > "Contact us" The best CTAs don't just take up space. They guide users to the exact solution they need. Make every word count.

Don’t be the newsletter where every CTA says “Click here.” Here are six tactics you can use to improve those CTAs: ❶ Try the “Yes, and” approach — The reader’s just finished reading an email that they agree with — they’re already nodding their head “yes.” Now give them the CTA to have them take the next step: “Yes, I’ll support your work!” or “Yes, I believe in this mission!” ❷ Identify the value that readers care about most — There are a lot of things readers might value about your newsletter — this list can help you identify a few ideas — so mention those right in the CTA. For instance, if you’re selling a course or ebook designed to help readers overcome an obstacle, mention that here: “Let’s take the next step together!” or “Get the solutions you need!” ❸ Tie it back to a specific number — Let’s say you’re giving readers a special half-off discount. A great CTA might mention that: “Get 50% off now!” Or if you’re a non-profit offering matching funds, mention that in the CTA: “Triple your impact today!” ❹ Utilize two CTAs together — If there are multiple purchase options, try stacking two buttons on top of each other. An org driving donations might have one button with a link to donate monthly and another for one-time donations. A newsletter selling tickets to an event might have a button for general admission tickets and a VIP offer. ❺ Add an emoji or icon to the CTA — Don’t overdo it (too many 🚨🚨🚨 emojis might annoy readers), but an emoji that adds a bit more context could drive more clicks. You could also try adding something small, like an arrow emoji (→), as a reminder that there’s a next step. ❻ Adjust the design of the CTA — Test out different colors or button sizes to see if any make a difference. Or see what happens if you embed the CTA within a paragraph instead of using a button.

❌ 7 Things You Should Never Write in an Email to a Prospect Your first email to a prospect can make or break the deal. A poorly written message can lead to instant disinterest or worse—your email getting ignored. 🚫 Here’s what to NEVER include in your prospecting emails: 🚫 1. “Just following up” or “Checking in” ✅ Instead: Add value! Say, “I wanted to share a quick insight that could help you with [specific pain point].” 🚫 2. “I hope you are doing well” (as your entire opening) ✅ Instead: Get straight to the point. Show that you respect their time. 🚫 3. Overly formal or robotic language ✅ Instead: Keep it professional yet conversational. No one wants to read, “Dear Sir/Madam, I hereby request your esteemed presence…” 😵 🚫 4. Too much ‘I’ and not enough ‘You’ ✅ Instead: Focus on them. “I want to introduce my company…” → ❌ “You might find this useful because…” → ✅ 🚫 5. Large blocks of text ✅ Instead: Keep it scannable. Use bullet points or short paragraphs to make it easy to read. 🚫 6. Asking for too much upfront ✅ Instead: Build the relationship first. Instead of “Can we hop on a call?” say, “Would love to share a quick insight—would you be open to it?” 🚫 7. A vague or weak CTA (Call to Action) ✅ Instead: End with a clear next step. Instead of “Let me know what you think,” try “Would Tuesday or Wednesday work for a quick chat?” ✨ An email should be short, clear, and valuable. Keep it prospect-focused, not sales-focused! 💬 What’s one email mistake that instantly makes you lose interest? Drop it below! 👇 #email #communicationskills #writtencommunication