What is a call-to-action?
A call-to-action (CTA) is a short piece of text or a button. As the name suggests, it is meant to prompt the user to take a specific action. To give an example, it could be encouraging you to buy a specific product, sign up for a seminar, or check out an ongoing sale.
Primary and secondary CTA
It is not uncommon for numerous calls-to-action to end up in a single email. In most cases, they are not equally important. Instead, some of them are more important than others.
The more important calls-to-action, also known as primary call-to-action, are meant to encourage the user to take the action that is the most important one in the entire campaign. In most cases, it leads the recipient towards converting into a website visitor, newsletter subscriber or a customer.
The less important ones are secondary call-to-action. They provide an alternative action for the email recipient to take, engaging users who are not interested in the main focus of the campaign. It tends to be smaller and less visible. Here is an example: