Outbound Emails: The Best Personalized CTA Practices to Help You Boost Conversions

NatalieWritten by NatalieSep 17, 2019

1. Why you should always include a personalized CTA in all of your outbound emails
2. Developing a powerful CTA for outbound email templates
3. Create an eye-catching email signature that has your CTA included
4. What to say in an awesome CTA?
5. The most unwelcome things your personalized CTAs can have in cold emails
6. The best call to action examples to use in outbound emails

Useful tools:
1. Newoldstamp - Email signature marketing
2. Mailchimp - Email builder and sender
3. Reply.io - Personal email outreach, calls, and tasks
4. Mailtrack - Email link opens tracking
5. Canva - Online tool for making designs

The goal of any marketing email is to get a response. And to get a response, you need to consider three important components. The first component is a compelling subject line that entices the recipient to open your email. The second one is a solid offer to hold people’s interest. And the third component is a straightforward call to action (CTA) to get them to click.


We've already discussed what makes a good meeting invite subject line, follow-up email subject line, and newsletter subject line.  Now, let's talk about calls to action. 

Why you should always include a personalized CTA in all of your outbound emails

Think of the emails you receive from your favorite brands. How do they encourage you to read further? Perhaps they accompany their email campaigns with captivating pictures and compelling text. But what’s equally important is a killer call to action button that shows the reader where to click to get more information, or to take action. 

Basic calls to action are CTAs that look the same for every recipient and don't change based on their attributes. Unlike basic CTAs, personalized CTAs are tailored as per individual persona/ behavior. For example, you have a customer who is interested in your product but they are new to you and your brand. At the end of your email, you will show a call to action leading to a tutorial of your product or a page where the recipient can learn more about the product. For any existing customer, it is more appropriate to design a separate CTA offering advanced learning, a quote, a discount, etc.

Here are three main reasons to include a call to action in your emails:

  • Calls to action are proven to increase CTR

Eye-catching and clean CTAs improve click-through rates and conversions. According to statistics from WordStream, emails with a CTA increased clicks 371% and sales 1617%. Impressive, right?

  • Personalized CTAs drive emotions and make emails look natural

Personalization is one of the quickest ways to trigger emotions, and emotions are what ultimately drives people to make purchases. Outbound sales emails will look more attractive and natural once you take care of personalization. Compare the following call to action examples:

Learn more vs. Check out the docs

Find out more vs. Head here for instructions

Buy now vs. Enjoy your 15% off your first purchase (CTA for new customers)

Shop wines vs. Personalize your bottle (CTA for existing customers)

  • It is clear what you want from your recipients with a meaningful CTA

If you want your outbound email marketing get the results you expect, be sure to be direct and clear. That's where calls to action can assist you. If you want the recipient to click on a promotional offer in order to visit your website and purchase that product, use a CTA to say that. 

Developing a powerful CTA for outbound email templates

cta in email

source: Reallygoodemails

Now that you understood the importance of your CTA and defined its goal, it’s time to write it. Here are several tips to keep in mind when creating your next call to action in email.

  • Keep the CTA and the whole email short

Try to keep your copy as short as possible. Two or three words would be perfect. If you still need a longer copy, don't make it longer than five or six words.

  • Make your outbound email template clean

Avoid using complicated designs and too many colors. Outbound emails look better when written as a plain text.

  • Use words associated with the action

Use actionable text to draw recipients in. For example, “Download the eBook,” “Join us,” “Start my free trial.”

  • Use pronouns

Experiment with pronouns. Try using “I/my” pronouns instead of “you/your” pronouns. For example, “View My Inventory.”

pronouns in buttons

  • Make it look urgent

Including a sense of urgency in calls to action have been shown to have a positive impact on conversions. Ask readers not just do it but do it now. For instance, “Reserve your seat now (only 5 seats left!)”

  • Make sure the call to action looks like a conclusion

Offer your recipients a solution to their problem and they will not think twice before clicking your CTA button. For example, if you are trying to get newsletter sign-ups, you can explain the value your newsletter provides in the body of the email. And then add a CTA like “Yes, sign me up,” “Send it to me,” “I am in,” Join the movement,” etc.

Create an eye-catching email signature that has your CTA included

email signature with CTA

You can also drive conversions with email signatures. 

  • Why email signature?

Every time you and your employees send emails, your email signature along with its message flashes in recipients’ inbox. When created correctly, it can serve as a powerful persuasion tool. 

  • CTA buttons in email signatures

CTA is one of the most important parts of the email signature. You can include anything – a link to your recent article in a blog, a link to a webinar, a video, or a sign-up form. 

email signature banner for blog 4

  • Promotional banners with CTAs

Adding promotional banners with CTAs can be very effective in making your email footer more appealing to potential customers. With such banners, you can promote any upcoming events, sales, a company website, social media accounts, giveaways, case studies, and more.

A good email signature can be created with an email program such as NEWOLDSTAMP. Many businesses prefer this email signature generator to manage email footers of the entire company to promote the growth easily.

Read: “Five Vital CTA Elements for Your Email to Kick off Your Campaign With a Bang.”

What to say in an awesome CTA?

With CTAs, you can encourage your audience to “Get started,” “Sign up,” “Contact us,” “Learn more,” “Join us,” “Try now,” “Request a demo,” and much more. 

The most unwelcome things your personalized CTAs can have in cold emails

If you ask customers for the right things in the right way, your relations with them will become stronger over time, and you will get what you expect. But if you make mistakes and ask them to take action in the wrong way, it might bring you nowhere - so frustrating! Here are some common mistakes you should avoid:

  • Unclear instructions

Don’t ask for more than one action at a time (try this or this). Remember, when it comes to making decisions, having fewer options to choose from is actually better.

  • Vagueness

Creating vague and soft calls to action is unlikely to get prospects to convert. For example, the “Read more” call to action is vague. You can make it more specific by explaining what’s there behind the link. 

  • Too much professional language

Don’t assume all customers know all of the acronyms and buzzwords in your industry. So be sure to use a clear and universally understood language in your outbound email campaigns. Here is an example so that you can recognize bad CTAs: “Increase CTR with our B2B SaaS tool.”

  • Being too pushy

Of course, marketers need to encourage readers to take action, but at the same time, they shouldn't be too pushy or salesy. When writing your CTA, try to find the right balance so that a recipient doesn’t feel like they’re being strong-armed into an action. At the same time, remember that you should sound persuasive enough to make sure they do take the desired action. 

The best call to action examples to use in outbound emails

In conclusion, we want to analyze a few call to action examples. 

Example #1

call to action examples to use in outbound emails

The author keeps the whole email and CTA short and concise. They also use the word associated with the action. When we look at the text of the email, we will see that the call to action looks like a conclusion (first, they offer a discount and a coupon code, then they entice recipients to make a purchase.) And, finally, they use contrasting colors to make the CTA pop. However, the email might look more appealing with an email signature with a company logo and a CTA on it.

See what it would look like on an email signature. 

email signature example with banner 2004Email signature with banner 2005

Example #2

email letter example

This call to action contains the actionable word (“Check out”). It is direct and clear. The CTA in this email looks like a conclusion. Just like the previous example, this email lacks a professional email signature with a beautifully-designed CTA. 

See what it would look like on an email signature. 

email-signature wit banner 2006email signature with banner 2007

Final thoughts

Although a call to action in emails usually consists of just a few words and has a simple design, it can make or break your cold email marketing efforts. The success of your CTA will depend on many factors, but be sure to remember the basics:

  • Your CTA should be clean, easy-to-understand (avoid industry jargon and abbreviations), and short;
  • Personalize calls to action;
  • Use action-oriented words (“Hop to it,” “Find a store”);
  • Make them urgent (“Join us now”);
  • Make your CTA look like a conclusion (Explain benefits in your email, then encourage recipients to act);
  • Use one CTA per one email;
  • Add CTA buttons in your professional email signature.

You should also check out our helpful content:


Natalie is Newoldstamp's contributor and content writer with a background in linguistics and marketing. She's been creating compelling, human-friendly copies since 2013. Natalie is passionate about connecting businesses to their audiences through authentic content.

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