Answer
Where should the primary CTA be placed in a marketing email?
Place the primary CTA above the fold and repeat it only when it supports the same intent.
Direct Conclusion
CTA placement should match scan behavior: early visibility, clear contrast, and consistent label language.
Best For
- Promotional campaigns
- Product launch sends
- Cart recovery sequences
Common Mistakes
- Hiding CTA below heavy visual sections
- Changing CTA wording across sections
- Using weak contrast on CTA buttons
Reusable Prompt
Generate a campaign email with an above-the-fold primary CTA and one reinforcement CTA near the close.
Related Links
Last reviewed: 2026-04-07