According to our research, financial advisors are becoming increasingly discerning when it comes to what kinds of emails they will engage with. Every detail counts a little more than it used to and it can often be difficult to ascertain which specific aspects of your emails advisors hold in highest esteem.

In our Digital Marketing Survey, we asked advisors the ever-important question, “How can fund groups make their emails better?” This is what many had to say:

87% of advisors think clearer calls to action would make emails from fund groups more effective.

Most advisors seem to agree that when they are scrolling through a fund provider’s email it is often the case that they are unsure of where the email is leading them. Without a prominent CTA, your email is the first and last point of contact with the recipient, rendering the whatever the objective of your campaign obsolete. Establishing a call to action that will be as conspicuous as it is informative is a critical component to any successful email campaign, so here are some tips to maximize the effects of your CTA.


A marketing email inherently has an end-game in mind. Consumers know that as much as marketers do, so when someone reads a marketing email and can’t immediately ascertain what the email is driving at, it’s much easier for them to rationalize clicking away and not giving it a second thought.

Luckily devising a CTA that will bring your click-through rate to the next level is a relatively simple process. A successful call to action is implemented with two goals in mind:

  • To coax your reader into clicking through to the next step of their marketing journey
  • To inform your reader what it is they are to expect when they click the button
Get them to Click

As soon as your email hits your target’s inbox, imagine it like a boulder on the top of a hill; just a big ball of potential energy just waiting to be pushed. When your target clicks your email, that’s the inciting incident that gets the boulders rolling and it’s the CTA’s job to keep it rolling through to your landing page by keeping the energy up.

You can accomplish this by escaping the cliched pool of CTAs (Click Here, Download, Submit, etc.) and branching out into CTAs that establish both an action and a benefit (Join the Party, Get the Ebook, Get it Today, etc.). Making it clear what they will be getting in return for clicking is often all the incentive you need.

Set and Fulfill the Expectation

There are few things that turn potential clients off faster than clicking through to a landing page that has little or nothing to do with the CTA that led them there. It’s the email equivalent of accidentally walking into a stranger’s intimate dinner party. Awkward.

Make sure you are explicitly clear as to where you are leading your reader so they know exactly what to expect from the other side of the button. The slightest bit of uncertainty could drive an interested prospect away so leave as little room for interpretation as possible.


Since the CTA is the focal point of your email, the way it looks and where it is positioned are details you can’t afford to neglect. With the increasingly discerning nature of the advisors reading your emails, the right nuances in your email’s design could give you the edge over the competition.


The goal with the look of your CTA is to make it painfully obvious that it’s the focus of the email. There are a few key tricks to make that happen in your campaigns. First of all, you want to pick a color that stands out from the background. You want bright colors that accent the energetic message and immediately draw the eye. According to our research, red is the most effective color that CTAs can have, most likely because it connotes energy.

bank email

Another thing to consider is what you have around your CTA. You don’t want to crowd it with other things and risk taking attention from it. Leave plenty of buffer between your CTA and everything else so there can be no mistaking it is the star of the show.

The email above demonstrates both of these principles perfectly as it uses bright colors to stand out against the bland background and leaves plenty of room between it and the other content in the email so it can be clearly identified.


Your recipients should never have to scroll to find your CTA. Since 60% of advisors typically just skim emails, your CTA should be visible as soon as your email is clicked so it’s impossible to miss.

Our research shows that the center of the top 3rd of the email is the sweet spot for CTA’s since it’s the first place that people see when an email is opened. Check out this heat map illustrating where emails get the most clicks:

Email click heat map


Beyond the look and location of your CTA, what it’s actually made of makes all the difference in the world. Do text links make better CTAs? Images? Neither?

The truth is that text links are often ineffective because they’re unexciting and they can easily blend in with the rest of the copy. Image links look nice but there’s always a chance they’ll get blocked by a recipient’s email client and they won’t load properly.

The best option for building your CTA is a mixture of text and image links: Bulletproof Buttons. Using a handy HTML trick, you can make a CTA that is both attractive and reliable. Check out this guide for more on how to build bulletproof buttons: Bulletproof Buttons Across All Email Clients


For more tips on email based on the consensus of financial advisors, check out these articles: