Definition
The CTA button is the most important element in most marketing emails. Effective button design follows several principles: use a contrasting colour that stands out from the email background (but avoid green for buttons as it can conflict with spam signals), make the button large enough to tap on mobile (minimum 44x44 pixels), include generous padding around the text, use rounded corners for a modern look, ensure the button text clearly describes the action, and provide fallback styling for email clients that strip CSS. Bulletproof button code using VML ensures consistent rendering across Outlook.
Related Glossary Terms
Accessible CTA (Email)
An accessible CTA is a button or link coded with sufficient colour contrast, visible focus states, descriptive screen-reader text, and a minimum touch target of 44×44 pixels.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Anchoring Effect in Email Marketing
The anchoring effect is a cognitive bias where the first piece of information presented (the anchor) influences subsequent decisions, used in email to frame pricing and value perception.
BAB Framework for Email
The BAB framework (Before-After-Bridge) is a copywriting structure that paints a picture of the subscriber's current struggle, contrasts it with a better future, and presents your solution as the bridge.
Bundle Email
A bundle email promotes a package deal combining multiple products or services at a discounted price, designed to increase average order value and move inventory.