The Importance of Using CTAs in Marketing

Call to action concept, Person hand holding digital tablet with call to action icon on virtual screen

Calls to Action (CTAs) are crucial in marketing, as they provide a clear message and instruction for what potential customers should do next.

With emails with just a single CTA increasing clicks by 371%, this shows the effectiveness of their inclusion.

Here, we discuss their importance in marketing further and will delve into how they can effectively be used in campaigns.


What is a CTA?

After hearing or seeing an advertising message, a CTA is the instruction on what the customer should do next. This could be to encourage a customer to make a purchase, sign up to a newsletter or follow the brand on social media platforms – or to do something like make a charitable donation.

A CTA can take different forms and can be seen in ways such as encouraging people to “call now”, “visit our website”, or drive traffic to physical stores to convert into sales.

All forms of marketing will, or should, see the inclusion of a CTA, whether this be television and radio ads, direct mail campaigns or other forms of digital marketing such as social media adverts.

The different forms of campaigns will see a CTA appear in different forms, from a phone number inclusion to a button with a direct link to donate.


Why are they so Important?

Without a CTA, a marketing campaign or message can feel incomplete. The CTA can guide customers through the buying process, having been given a clear instruction on what the brand wants them to do having seen the marketing information.

A mail drop, with lots of information regarding a brand, service or product, needs to communicate the next step to the potential customer. That is the CTA; customers are on the lookout for the CTA, they have been made aware of what you are promoting, now they need to know where they can buy it.

A well thought-out and clear CTA can result in an increase in conversion rates for your campaign – in fact, in social media marketing they are the single biggest driver of user action. It can turn the direction of your sales and can be the difference between a good marketing campaign, and a great one.

Clearly, they are an integral part of a marketing strategy, but how can a business successfully implement a CTA?


How can they be Used Effectively?

There are a few ways a brand can make use of a CTA and ensure that it has the maximum impact in the campaign.

It needs to be concise and clear, giving the customer no confusion and making the next step, the crucial action stage, as straightforward as possible.

For example, if you are including a link to purchase the product you are advertising, ensure that the link goes directly to the product page to make the journey as smooth as possible.

It goes without saying too, but also ensure you have the appropriate stock levels, and all aspects of the buying process online are running smoothly.

Consider a limited time offer to maximise the potential of the CTA, for example a message indicating that stock levels are low to help make up the customer’s mind and get them to act decisively.

Alternatively, if you are using direct mail, include a code that is valid for so long as the CTA, or even a flash sale.

Other ways to maximise the effectiveness of the CTA include trying to evoke an emotional response in the messaging.

This can often result in a longer CTA should the brand wish to convey a more emotional message. Free trials, no obligation sign-ups, and even free gifts are all other ways in which a CTA can be given added impetus to boost the rate of conversion.



CTAs then are a hugely important part of a marketing campaign, whatever the type of campaign it is. Although they are important by their very nature, and complete the marketing messaging in the campaign, making them as effective as possible is very important for the business.

They appear in different forms and to encourage various types of action, and it is crucial a business maximises the CTA opportunity.

The inclusion of the CTA will generally boost the conversion rate on its own, but for even more success, an organisation should effectively implement it, making a clear, well thought-out message.