In case your webpage is your retailer, and your electronic mail is your store window, then your call-to-action (CTA) button is your superb window show that will get folks in. Or one thing. My metaphor might have fallen aside there.

Evidently, your CTA is among the most vital components of your electronic mail. And if it’s exhausting to seek out, exhausting to make use of, or damaged in any manner, your subscribers are going to run away. (Run away!)

Don’t fear, although. We’re right here to assist ensure that your CTA button isn’t a blood thirsty rabbit driving your subscribers away. On this weblog publish, we’ll dive a bit deeper into the strategies of crafting buttons to make sure they’re bulletproof to your subscribers.

Get able to be taught:

What’s a bulletproof button?

Bulletproof buttons are call-to-action buttons constructed with code as a substitute of pictures. You possibly can reliably swap your GIFs, PNGs, and JPEGs for HTML and CSS. By solely utilizing code, the button will show in all electronic mail purchasers even with pictures off, therefore making them “bulletproof.”

What’s extra, you may replace the content material and elegance of your buttons by merely modifying your HTML template. You now not need to waste time crafting buttons in a design device like Photoshop, importing them to a server, and updating your HTML.

Don’t use pictures

I’m going to say this as soon as after which by no means say it once more. The one really bulletproof button is a picture.


I do know. However that’s actually the one manner you may assure your button appears to be like precisely the identical in 100% of electronic mail purchasers. As a result of everyone knows how inconsistent our emails can look throughout totally different electronic mail purchasers, apps, and gadgets.

Regardless of this, it’s best to by no means use an image-based button. Picture buttons get misplaced when pictures are turned off due to image-blocking, and so they’re not accessible to your subscribers who use display screen readers (extra on that in a second).

image email button with images on vs. off
Picture button dropping impression when pictures are disabled

In case your CTAs are contained inside pictures, there’s probability that subscribers are lacking out in your message. Even worse, they aren’t interacting together with your campaigns.

Utilizing image-based CTA buttons additionally impacts the accessibility of your electronic mail. Should you’re hiding the context of the CTA inside a picture, display screen readers might not have the ability to learn them, making your electronic mail inaccessible for visually impaired subscribers.


Now that you already know extra about picture buttons, it’s best to understand that my preliminary assertion is barely principally true. Picture-based buttons look the identical in each electronic mail consumer the place pictures are turned on and provided that the subscriber isn’t utilizing a display screen reader. So are they really bulletproof? No. They’re not. And as each of those above talked about circumstances are unattainable to trace utilizing commonplace electronic mail monitoring, there’s no manner so that you can know what share of your subscribers are having this unhealthy expertise.

So ditch the picture CTA and ensure your subscribers can see and use your CTAs it doesn’t matter what gadget they’re utilizing.

The makings of a gorgeous button design

Buttons are extra than simply code although. There are a number of components that go into making your buttons usable and attention-grabbing.

Button form

Make your buttons seem like buttons.

All of us like making enjoyable and distinctive buttons, however usually in case you stray too removed from what’s anticipated, subscribers will miss the intent—and never take motion. Sure, the phrases might say one thing is clickable, however as they are saying, “An image is value a thousand phrases.”

examples of standard button shapes

Use commonplace button shapes to make sure you catch folks’s consideration, particularly in the event that they’re scanning. Normal shapes embrace:

  • Rounded corners
  • Sq. corners
  • Tablet formed
  • Ghost button
  • Shadowed button

That isn’t to say you may’t do enjoyable issues with buttons. Magic Spoon added some enjoyable animated GIFs to their buttons to attract much more consideration to them.

magic spoon email example of buttons with animated GIFs

Button dimension

With over 40% of subscribers opening emails on cellular gadgets, in line with our annual email client market share data, it’s vital that your button is designed so it really works throughout all gadgets.

In case your button is simply too small, it will likely be exhausting to click on on cellular gadgets. If it’s too massive, it appears to be like much less like a button and extra like a design component.

There have been a number of studies on button sizes on touch screens, however the analysis appears to be accomplished mostly with millimeters as the primary unit of measurement. Which is lower than best. However some have made an honest millimeter-to-pixel ratio.

The best dimension for buttons for straightforward clicking on cellular gadgets has been translated to be between 42px and 72px (roughly 11-19mm). This appears about common for button top seen across the net, and the buttons we use right here at Litmus fall inside that vary as properly.

In a single examine that went as much as 30mm, the tap-to-click accuracy plateaued at 20mm, so there’s some extent the place button dimension doesn’t make that a lot of a distinction anymore.

Button house

Be sure there’s sufficient whitespace round your buttons, too, in order that they stand out. This additionally makes it simpler to your subscribers to click on the right button.

The perfect instance of this could be an electronic mail with plenty of hyperlinks in a single paragraph. Should you bunch your hyperlinks shut collectively, your subscribers are by no means going to precisely click on on what you need them to click on on, particularly on cellular.

Visible suggestions

Not each electronic mail consumer helps interactive parts, however the place attainable, including somewhat interactivity to supply visible suggestions helps subscribers know their interplay has registered.

It’s an additional signal to them that one thing is clickable.

This may be so simple as a change in coloration or as complicated as you need to go. (We all know typically it’s enjoyable to go all out, so don’t maintain again—but know when to rein yourself in.)

Our personal commonplace button has a coloration change in addition to a push button impact.

email example of a push button effect

However we did strive one thing new, too, and had plenty of enjoyable with our January e-newsletter buttons. An amazing design component that was additionally enjoyable to “push.”

litmus email example of visual feedback on a button

Button textual content

Maintain your precise CTA copy or label actionable and to the purpose. Inform subscribers what you need them to do as clearly and concisely as attainable.

1 to five phrases is normally sufficient.

That size additionally retains your electronic mail scannable. And in case you have extra to say? Embrace it in a headline over the button. By usually holding CTAs inside 1 to five phrases, it makes the uncommon second you do go over it stand out in a way more significant manner.

5 methods to code a bulletproof button

With over 300,000 potential email renderings, is it actually stunning you may’t make a one-size-fits-all button that works in all places?

What you are able to do is make a button that works virtually in all places. And there are just a few totally different strategies for creating these buttons relying in your wants. Have a look by way of these to determine which one works greatest to help your subscribers.

1. Conditional-padding button

Because of Mark Robbins for this conditional-padding button. It’s the one we use right here at Litmus.

conditional button

This button makes use of styling on the hyperlink to model it for everybody besides Outlook. Then, it makes use of conditional code so as to add Outlook-specific padding. For the reason that Outlook padding is managed individually, you may edit the Outlook padding with out impacting what the button appears to be like like in different electronic mail purchasers.

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