How to Write Email Subject Lines and CTAs That Actually Get People to Click
Have you ever wondered if email marketing is a waste of time? That could be because you’re not getting the results you’re looking for - and your email subject combined with your call-to-action (CTA) could be the reason why.
After all, you’re not just sending emails for fun; you want clients and prospects to actually read what you have to say and take action—whether it’s scheduling a call, reading a blog post, or signing up for an event.
So, how do you make sure your emails don’t get lost in the inbox black hole? Let’s look at some great and not-so-great examples of subject lines and CTAs.
Step 1: Nail the Subject Line
Think of your subject line as a first impression—if it’s boring or salesy, no one’s opening your email. In fact, 47% of people decide whether to open an email based on the subject line alone.
And here’s the kicker: 69% of people will mark an email as spam just because of a bad subject line. Yikes.
The Good, The Bad, and The Ugly of Subject Lines
🚫 Bad Subject Lines (Boring, Vague, or Too Salesy)
"Financial Planning Newsletter – February Edition" (Snooze.)
"Exclusive Offer Just for You!" (Hello, spam folder.)
"Your Investment Portfolio Update" (Meh.)
✅ Good Subject Lines (Interesting, Clear, and Personal)
"Are You Making This Retirement Mistake?"
"3 Smart Tax Moves to Make Before Year-End"
"[First Name], Is Your 401(k) Ready for a Market Shift?"
"Avoid These Common Investment Pitfalls"
What Works Best?
✔ Keep it short – Aim for 6-10 words.
✔ Make people curious – Tease useful info without giving it all away.
✔ Use personalization – Emails with names in the subject line get opened 26% more.
✔ Avoid spammy words – "Free," "Guaranteed," "Limited Time" can land you in junk mail.
Step 2: Write a Call to Action That Actually Works
All right, so you got them to open your email. Now what?
If your CTA is weak, people won’t do anything. However, with the right CTA, emails with a clear next step get 371% more clicks and 161% more sales.
The Do’s and Don’ts of CTAs
🚫 Weak CTAs (Too Vague, No Urgency)
"Click here for more information" (Click where? Why?)
"Let us know if you’re interested" (They won’t.)
"Check out our website" (For what, exactly?)
✅ Strong CTAs (Clear, Action-Oriented, and Specific)
"Schedule Your Free Retirement Check-Up"
"Download Your 2024 Market Outlook Report"
"Get Your Personalized Investment Strategy"
"Reserve Your Spot for Our Tax Planning Webinar"
What Makes a CTA Work?
✔ Tell them exactly what to do – "Schedule a call," "Download now," "Sign up today."
✔ Use action words – "Get," "Reserve," "Claim," "Join."
✔ Create urgency – "Limited spots available," "Offer ends soon!"
✔ Make it stand out – Buttons perform 28% better than plain text links.
Not sure what works best for your audience? The key is to test and refine your approach. Try A/B testing different subject lines to see which ones drive more opens, and experiment with various calls to action (CTAs) to increase click-through rates. Keep an eye on your email analytics, tracking what resonates with your audience and adjusting your strategy.
REMEMBER: A strong subject line gets your email opened, while a clear and compelling CTA encourages action. Master these two elements, and you'll see real results from your email marketing.
