How to add a Call-to-Action (CTA) to an email

Last updated: February 9, 2018

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

A call-to-action (CTA) is an engaging button or link that you place on your website to drive prospective customers to convert to leads through landing page forms. There are many different types of CTAs. They range from offering a free download to linking to a document to enticing you to fill out a form.

You will want to place your CTA in an email in a location where it is easily visible and where it makes sense for someone to click on it. For example, you might put a CTA to download a free ebook in an email that describes new strategies for using your product. Once you have determined where you would like to put your CTA, follow the instructions to learn how to add them to an email.

To learn how to create a CTA, read this guide.


Read the following steps to learn how to add a CTA to an email.

Navigate to Email

In your HubSpot Marketing BasicProfessional, or Enterprise account, navigate to Content > Email.

Select an email to edit

Locate the email you would like to add a CTA to and click the name to edit, or hover over the email and click Edit.

Insert a CTA into the email

Click into the rich text editor and place your cursor at the location you'd like to insert the CTA. In the toolbar that appears, click Insert and select Call-to-Action.

In the dialog box that appears, click the CTA to select it. Then, click Insert CTA at the bottom left.

Your CTA will now appear in the rich text editor and in your email preview.

How to add a CTA to an email template

You can also add a CTA directly to an email template. In the email editor, click the Settings tab. Scroll down to Advanced settings, then click Edit template.

If the email template is used across multiple emails, a dialog box will appear to prompt you to create a clone of the template. Choose either to Edit this template to affect all emails using this template, or Clone & edit new template to create a new template that will only affect this email.

In the email template, you can add a CTA to the module of your choice, or create a new module. Click the gear icon on the right-hand side of the module and select Edit options.

In the dialog box that appears, click Insert and select Call-to-Action.

In the dialog box that appears, click the CTA to select it. Then, click Insert CTA at the bottom left.

Your CTA will now appear in the rich text editor of the module. Click Done at the bottom left to save your changes to the module.

Click Publish at the upper right to publish your new template or save changes to your existing template.

Please note: CTAs created in HubSpot can only be inserted into HubSpot emails and email templates, and will not work in external email systems.

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