6 email button examples that say what to do

Start with the page it opens

One tote can have three button labels. “Return to your tote” opens a saved cart. “See the Everyday Tote” opens the item page. “Compare the totes” opens a bag guide.

Pick the page that fits the email. Then write words that describe it.

W3C’s link guide says the text should explain where a link leads. Readers should not need to click just to find out.

Source: W3C: writing links that explain their purpose

What if they need help before buying?

Say your email asks, “Choosing between sizes?” Then it offers the shirt’s size chart. “Buy now” skips that help. “Check the size guide” gives it.

Link to the right chart. Keep a way back to the shirt from there. A cart button fits a plain reminder. A help link fits a question.

More clicks on the guide do not prove more sales. Check what people do after the click too.

Is one button always enough?

A short cart email can start with one main button. Keep help and unsubscribe links easy to find. They do not need to look like more main buttons.

An email with several items may need several links. Let shoppers open the notebook color they want.

Ask, “Can I spot the link I need?” If every button shouts, choose which one should stand out first.

Can the button sound like your store?

Yes. “Find my shade” has some voice and a clear job. Use it for a page that helps the reader choose a shade.

“Let’s do this” is less clear. Try it in a heading if you like. Use “Choose my notebook” on the button.

Read the button on its own. Then read it with the email. It should make sense both ways.

What should you test?

Send yourself a test. Sign out of the store and tap the button. Check the item, size, color, price and deal. “Get my discount” should not open a page about how to earn one.

Try it on a phone. Leave room to tap the right link. Hide images and check that the main button still makes sense.

A screenshot review can help with the words. A real click checks where the button goes.