CTAs: Calls to action

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Additionally, some mail servers may block images by default. Therefore, it is recommended to add the “ATL tag” to your images. This way, if the images are not read, you can display a text that replaces the image.

On the other hand, a newsletter that is mostly made up of images can be filtered as SPAM by email providers and can also be unreadable. Therefore, it is important to maintain a balance between images and text to increase deliverability. Use images that are not too heavy!


CTAs are vital to the conversion process . Once the recipient enters the email to view the newsletter, the next step is to click on the CTA, and thus reach the final objective: conversion. The CTA is the gateway to your website and the opportunity to make profits through sales.

The CTA must be attractive and striking, and contain a verb in the imperative mood. For instagram data example, “Enter here” or “Find out now.” It is important that the color stands out from the rest of the content. If the background is white, use a CTA with an intense color.

Style and color
The colour and style of your newsletter will reflect the tone and register of your brand. If you want to give an image of seriousness and professionalism, use shades of black and grey on white, and dark blue is also fine. The most common fonts are 'Times New Roman' or 'Arial'.

On the other hand, if you want to convey a youthful and fun touch with your newsletter, you should use bright and intense colours, such as red, green or yellow. The important thing is to maintain the same style in all newsletters, without losing the identity of the brand.