Transactional Email Examples: Best Practices and Templates
Learn from transactional email examples and best practices. Understand what makes effective transactional emails and how to design emails that engage...
Call-To-Action (CTA)
Also known as: CTA
The button or link in your email that tells people exactly what to do next. Usually short, direct text like "Shop now" or "Start my free trial" that makes the next step clear.
A call to action is the button or link that tells someone what to do next in your email. It might say things like "Shop now", "Start my free trial", or "Download the guide". The wording is short, clear, and focused on one action. It helps people move from reading to doing.
CTAs matter because they turn attention into results. A clear CTA can boost clicks, sales, sign ups, or replies. If your message is strong but the call to action is weak, people often stop instead of moving forward. Good marketers test wording, placement, and design so the next step is always obvious.
Keep your main call to action simple and direct. Use one primary button in the email and repeat it if the message is long. Make sure it stands out, is easy to tap on mobile, and leads to a page that matches what you promised. If someone understands the benefit in one quick glance, you are on the right track.
Related Terms
Preview Text(Preheader Text)
Short line of copy that appears next to or under your subject line in the inbox. Usually pulled from the email body and used to give people a reason to open.
Learn more →Abandoned Cart Email(Cart Abandonment Email)
An automated email that goes out when someone adds items to their cart but leaves without buying. These emails show what they left behind and usually include a direct link back to their cart. Most businesses send a series of 2-3 reminders over a few days, sometimes sweetening the deal with a discount or free shipping offer.
Learn more →Alternative Text(Alt Text)
Short text that explains what an image shows and why it is in your email. It helps people and email clients understand your message when the image does not load.
Learn more →Wait Step(Delay)
A wait step is a delay in an email automation that holds the next action for a set amount of time. It keeps messages spaced out so subscribers are not hit with too much at once.
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