Quick answer · Promotional · 2 min read
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.
In this guide
The answer
Direct answer
CTA placement should match scan behavior: early visibility, clear contrast, and consistent label language.
Where this guidance fits
Best fit
- 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
Put this guidance into practice
Generate a campaign email with an above-the-fold primary CTA and one reinforcement CTA near the close.