Issue #199 All About Email

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Hi, friend. 👋

Welcome to Issue #199 of All About Email!

Last week, we discussed “how to find common ground with anyone”, specifically your subscribers. It’s all about listening and viewing your subscribers as “people”, not just a number on a list.

This week, my third guest author of the summer explores buttons and why there’s more to them than you might think.

Take it away, Emily 👇

I Like Big Buttons (and I Cannot Lie)

Let’s be honest…your email could have the most brilliant copy, the prettiest design, even a baby sloth GIF. But if your CTA button is weak? It’s game over.

CTA buttons are where the magic happens. They're not just decorative rectangles—they're the moment of truth, the click, the conversion.

The “yes”, I want this.

And yet…so many buttons are boring, hard to find or feel like they were added as an afterthought. (“Click here” in pale grey, lost somewhere below a block of text? Nope…)

Below, I’m sharing a list of 10 things you need to know about email buttons (kind of like the lists I share each week in my email, 9 Things Sunday).

Whether you're launching a new product or just trying to get someone to read your blog post, a well-designed button can make all the difference.

Ready to get into my must-know button secrets?

Let’s get into it. 👇

10 Things To Know About Email Buttons

1) Size Matters

I’m a fan of large buttons in emails, but not super large that it’s weird.

🧠 This is an awesome resource on buttons that dives deep into button sizing and suggests that 47-50px is the most common size among brands.

2) High-Contract Colours

This is a big one. Your button needs to “pop” or stand out in your email. It should NOT blend in. Here’s a great example.

3) Actionable Copy

Your button language should be clear and concise, with a clear call to action.

💡 Instead of “Click here”, try things like “Start My Free Trial” or “Book My Free Spot.”

The most popular word among brands, according to Really Good Emails, is “Get.”

4) Shape

While rounded edges seem to be the most common shape, there’s a lot you can do when deciding the shape of your button, from rectangles to pill-shaped to shadows, and so on.

5) Button Placement

Try placing your primary CTA above the fold (visible without having to scroll) and repeat it below if the email is long.

🧠 Eye-tracking studies show that people skim, so don’t bury your button, for example and this example too.

6) Design for Mobile First

Is it easy to tap the button with your finger on a mobile?

✨ A good rule: at least 44 x 44px in size with enough spacing around it so fingers don’t accidentally tap the wrong link.

7) One Primary Button

1️⃣ Too many buttons dilute the action.

Stick to one clear goal per email with a primary button. You can include secondary links, but they shouldn’t compete for attention.

8) Lead with lots of White Space

Use generous spacing around your button to make it stand out.

💡 Crowding your CTA can hurt its visibility and reduce clicks.

9) A/B Test Your Buttons

The slightest change to your buttons can make a significant impact.

Try testing different copy (“Get the Guide” vs. “Download”) or experiment with different colours or shapes (rectangle vs. pill-shaped) to see what drives more clicks.

10) Test in Dark Mode

🌓 You should preview your email in Dark Mode and on different devices to ensure your buttons render correctly.

Here are three great examples of buttons that are a great size, have excellent contrast and excellent copy:

1. Moment

2. Gainful

3. Maev

Buttons may be small, but they do a lot of heavy lifting in your emails.

Whether you're aiming for more clicks, better mobile performance, or just a cleaner design, getting your CTA button right can make all the difference. 

The Moral of the Email Story

Your CTA button is crucial to the success of your email.

👀 The easier it is for someone to quickly skim your email and find the button, the more likely they are to click on your link.

✅ And after all, our goal is usually to get people to click and do something. 

Want more button inspo?

Make sure to subscribe to my weekly “9 Things” link round-up 👉 here 👈. 

And a huge thank you to one of my favourite people in email, Simon Harper, for having me!

Now go click on a link in this email! 🚀

My (Simon’s) Thoughts

Aww, Emily, you are too kind!

This is the third year my friend Emily has guested on my newsletter, and her guest post last year is still one of my most popular newsletters.

There is so much good stuff in here! 👌

• Preach point three, girl, “make it actionable”!

• Buttons can be in so many styles, as highlighted in point four. Just watch out for that pesky Outlook.

• Emily talks about spacing around buttons in point six to prevent accidental clicks. I would recommend at least 20px as a starting point.

And remember, folks, no matter which button style you choose, ensure that both your design and code are accessible.

Thanks again, Emily, you are fantastic! 🎉

All About Email - Playlist 🎧

I listen to lots of music, particularly when I’m writing newsletters.

Each week, when I hit the publish button, I’ll share the track I am currently listening to and create the most eclectic playlist you’ve probably ever heard.

Sponsorship Opportunities

🚨 If you’re interested in sponsoring the “All About Email” newsletter, you can find all the details in this Google Doc. I currently have “Classified” slots and a Main Sponsor slot available.

That’s It For This Week 👋

Next week is Issue 200! 🎉

That’s over four years of writing each week (with a couple of weeks off at Christmas), and as a special treat, I will have an update and early access for my email community, “Campfire.”

See you next week!

Email Marketing News & Tips

This week's excellent and insightful email news & tips:

• Class Action - Nike’s Inbox Drama. (Andrew B.)

• Q2 Trends - Email Patterns, Trends, and Outliers. (Really Good Emails)

• What Does It Mean? - Gmail says your unsubscribe "Needs work". (Word To The Wise)

• Industry Voices - Donna Duggan on The Biggest Email Marketing Misconceptions – And What Smart Brands Do Differently. (ZeroBounce & Donna Duggan)

• Build an Audience - He launched a paid newsletter and made $50k+. (Growth Currency)

• Free Webinar - an exclusive deep dive into what's driving consumer behaviour in 2025. (Peyton Fox & Klaviyo)

• Summerween - Deliverability Nightmares. (Travis Hazelwood & Ortto)

• It’s Not My Fault - Right? I emailed them before! (Alison Gootee)

• AI & the Inbox- How Your Customer Experience is Impacted. (Inbox Monster & Beth Kittle)

• Best Practices - 11 Design Ideas You Should Steal For Your Newsletter. (Inbox Collective)

• Eliminate All Friction? - Is It Too Easy To Subscribe to Your Newsletter? (Growth In Reverse)

• Zapier Email Automation -3 Ways to Use it In Your Email Marketing Strategy. (emailtooltester)

• Here’s What Works - 9 Landing Page Designs To Boost Conversion Rates. (Beehiiv)

• What I Do Instead - Why I stopped sending B2B newsletters. (Really Good Emails)

If you have a question about this email or email marketing, reply, and I will answer you as soon as possible.

I hope you have a great week! 👋