Where should I place the main CTA?
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You've written a killer subject line and gotten someone to open your email. Now they're scrolling through your message asking one question: where's the ask? The best CTA placement isn't about a fixed rule. It's about pacing. Your reader needs to understand the value before they can act on it.
For short emails, that's usually above the fold. You've got their attention, you've made your case, and now's the time to ask. For longer content, your primary CTA lands after the key information but before they lose interest. Here's what works: Put your CTA right after the value proposition, once you've explained what they're getting. Keep it visually distinct from your header or footer links so it doesn't get lost in the noise. If your email's long enough that people scroll to the bottom, put your CTA there too. People who make it all the way down are seriously engaged.
Test your placement across devices with the Review My Emails Accessibility Checker. Read up on what counts as above the fold in email, and check how people actually scroll through emails on different devices.
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