You write good emails, but your readers aren’t clicking? The problem may not be the content, but the call-to-action. Too often trivialized, the CTA is, however, the key that transforms a passive reader into an active prospect. By changing a few words, you can double — or even triple — your clicks. In this article, discover 7 concrete, tested, and approved formulas to boost the engagement of your campaigns. It’s up to you to adopt those that will elevate your results.

Why do some CTAs work (and others don’t) ?

The call-to-action (CTA) is often seen as a simple button or a line of text to add at the end of an email. Yet, it crystallizes the expected action: click, sign up, respond, buy. A well-designed CTA can transform a good email into an effective campaign. Conversely, a poorly formulated CTA can ruin the effectiveness of the whole.

A good CTA: short, clear, triggering

An effective CTA is neither vague nor generic. It must meet three essential criteria:

• Specific: it clearly indicates what the reader will get.
• Benefit-oriented: it highlights the interest for the recipient, not for the sender.
• Clear: it eliminates any ambiguity about the action requested.

Example to avoid: “Click here”
Optimized example: “Download the free template now”

The mistakes that hurt your click rates

Several common practices reduce the effectiveness of CTAs:

• Neutral or impersonal language: “Learn more” lacks direction.
• Too many choices: multiple links or actions in the same email dilute attention.
• Poor alignment with the content: if the message talks about a client case, the CTA must continue the narrative logic (e.g.: “See more testimonials”).
  

The CTA fits into an overall logic

The call-to-action is not an isolated element. It stems from the message and fits into the sequence’s flow. It should appear as the natural conclusion of the content, not as a grafted marketing addition.

According to Campaign Monitor, a well-formulated CTA can increase clicks by up to 371 %. This lever therefore deserves your full attention.

7 tested and approved email call-to-actions

Crafting an effective CTA is much more than just adding a link: it’s about guiding the reader’s action precisely. Here are 7 concrete formulas with high click rates, along with their context of use and optimization tips.

1. Download the free guide

Why it works: The promise is clear, immediate, and perceived as risk-free. The word “free” is a powerful psychological trigger.

To use in: Onboarding sequences, lead magnet emails, or post-signup.

Tip: Add a notion of speed — “Download in 30 seconds”.

2. Reserve your spot (before Sunday)

Why it works: This CTA creates a sense of urgency without being aggressive. The use of a concrete deadline increases conversion.

To use in: Launch campaigns, webinars, and events.

Tip: Personalize with a pronoun — “I reserve my spot”.

3. See how it works

Why it works: It reduces the friction associated with commitment. The reader isn’t committing to buy, just to understand.

To use in: Product or service discovery sequences.

Tip: Pair it with a visual demonstration for maximum effect.

4. Discover the results

Why it works: It arouses curiosity and capitalizes on the “before/after” effect. The desire to know “what happened” is a powerful lever.

To use in: Emails containing case studies, testimonials, or quantitative assessments.

Tip: Add a specific number in the content just before the button to strengthen the teaser effect.

5. Get my access now

Why it works: The sense of ownership (“my”) combined with the notion of immediacy creates a double click lever.

To use in: Trial offers, SaaS platforms, signup bonuses.

Tip: Also test a “soft” version like “Access the area”.

6. Read customer testimonials

Why it works: Social proof remains one of the most powerful conversion factors. This CTA promises reassurance.

To use in: Pre-conversion sequences or abandoned cart recovery.

Tip: Replace “testimonials” with “experiences” for a more authentic tone.

7. Answer this quick question

Why it works: It transforms an email into a conversation. This type of CTA humanizes the exchange and increases direct responses.

To use in: Engagement or segmentation sequences.

Tip: Limit yourself to a single, short, targeted question to facilitate the response.

The best call-to-actions are not the loudest, but the most relevant. By choosing the right words, you truly guide your readers toward action. With Dripiq, test, adjust, and create CTAs that transform your emails into conversion levers.