Email Design Email Call-to-Action Design

Question 1

What is a 'call-to-action' (CTA) in email marketing?

Accepted Answer

A button or link that prompts the subscriber to take a specific action

Answer

A CTA is a button or link designed to motivate the subscriber to perform a specific action, such as 'Shop Now' or 'Download Free Guide'.

Question 2

What CTA placement is typically most effective in a marketing email?

Accepted Answer

Above the fold and repeated after key content sections

Answer

Placing CTAs above the fold ensures immediate visibility, and repeating them after key content gives readers multiple opportunities to convert.

Question 3

What design principle says a CTA button should have ample padding?

Accepted Answer

Fitts's Law

Answer

Fitts's Law states that larger targets are easier to acquire; generous button padding increases the clickable area, improving usability on mobile.

Question 4

What is the recommended CTA button text style: first person or second person?

Accepted Answer

First person ('Get My Free Trial')

Answer

First-person CTA text like 'Get My Free Trial' has been shown in A/B tests to outperform second-person text by creating a sense of ownership.

Question 5

What does 'button contrast' mean in email CTA design?

Accepted Answer

The button color stands out sufficiently against the email background

Answer

CTA button contrast refers to the color difference between the button and the surrounding background, making it immediately visible and clickable.

Email Design Practice Test