{"id":206333,"date":"2025-04-26T07:06:17","date_gmt":"2025-04-26T07:06:17","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/your-guide-to-bulletproof-email-buttons-that-work\/"},"modified":"2025-04-26T07:06:17","modified_gmt":"2025-04-26T07:06:17","slug":"your-guide-to-bulletproof-email-buttons-that-work","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=206333","title":{"rendered":"Your Guide to Bulletproof Email Buttons that Work"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px;\">\n<h3>Key takeaways \u2728<\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>You should never use bulletproof button images<\/strong> because they get lost when images are turned off\u2014and they\u2019re not accessible.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Eye-catching and clickable buttons<\/strong> depend on multiple factors like shape, size, spacing, and more.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>There are five ways to code<\/strong> bulletproof CTAs including conditional-padding, VML-based, padding-based, border-based, and padding-and-border-based.<\/span><\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\"><br \/>Have you heard of the email design-shop analogy? If your webpage is your store, and your email is your shop window, then your<\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/guide-to-ctas\/\"><span style=\"font-weight: 400;\"> call-to-action (CTA)<\/span><\/a><span style=\"font-weight: 400;\"> button is your amazing window display that draws people in. Needless to say, your CTA is one of the most important parts of your email, and if it\u2019s hard to find, hard to use, or broken in any way, your subscribers aren\u2019t going to click!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t worry, though. We\u2019re here to help make sure your CTA buttons are bulletproof and can be seen by all customers, regardless of email client or viewing preferences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this blog post, we will dive deeper into the methods of crafting bulletproof buttons for your subscribers to improve the user experience\u2014and your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/improve-email-marketing\" target=\"_blank\">email campaign performance<\/a>.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Table of contents<\/span><\/h3>\n<h2 id=\"definition\">What\u2019s a bulletproof button?<\/h2>\n<p><span style=\"font-weight: 400;\">Bulletproof buttons are call-to-action buttons built with code instead of images. You can reliably swap your GIFs, PNGs, and JPEGs for HTML and CSS. By only using code, the button will display in all email clients even with images off, hence making them \u201cbulletproof.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more, you can update the content and style of your buttons by simply editing your HTML template. You no longer have to waste time crafting buttons in an <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/state-of-email-design-tools\"><span style=\"font-weight: 400;\">email design tool<\/span><\/a><span style=\"font-weight: 400;\"> like Photoshop, uploading them to a server, and updating your HTML.<\/span><\/p>\n<h2>Do not use bulletproof button images<\/h2>\n<p><span style=\"font-weight: 400;\">I\u2019m going to say this once and then never say it again. The only <\/span><i><span style=\"font-weight: 400;\">truly<\/span><\/i><span style=\"font-weight: 400;\"> bulletproof button is an image.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I know. But that\u2019s really the only way you can guarantee your button looks exactly the same in 100% of email clients. Because we all know how inconsistent our emails can look across different email clients, apps, and devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite this, <\/span><b>you should never use an image-based button<\/b><span style=\"font-weight: 400;\">. Image buttons get lost when images are turned off because of<\/span><a rel=\"noopener\" href=\"https:\/\/litmus.com\/blog\/the-ultimate-guide-to-email-image-blocking\/\"><span style=\"font-weight: 400;\"> image-blocking<\/span><\/a><span style=\"font-weight: 400;\">, and they\u2019re not <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/Ultimate_Guide_to_Email_Accessibility.pdf\"><span style=\"font-weight: 400;\">accessible for your subscribers<\/span><\/a><span style=\"font-weight: 400;\"> who use screen readers (more on that in a second).<\/span><\/p>\n<figure id=\"attachment_4023\" aria-describedby=\"caption-attachment-4023\" style=\"width: 676px\" class=\"wp-caption alignnone\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4023 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"image email button with images on vs. off\" width=\"676\" height=\"259\" data-lazy-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated.jpg 676w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated-300x115.jpg 300w\" data-lazy-sizes=\"(max-width: 676px) 100vw, 676px\" data-lazy-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated.jpg\"\/><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-4023 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated.jpg\" alt=\"image email button with images on vs. off\" width=\"676\" height=\"259\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated.jpg 676w, https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/image-based-button-updated-300x115.jpg 300w\" sizes=\"(max-width: 676px) 100vw, 676px\"\/><figcaption id=\"caption-attachment-4023\" class=\"wp-caption-text\"><em>Image button losing impact when images are disabled<\/em><\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">If your CTAs are contained within images, there\u2019s a good chance that subscribers are missing out on your message. Even worse, they aren\u2019t interacting with your campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using image-based CTA buttons also impacts the <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-guide-to-email-accessibility\/\"><span style=\"font-weight: 400;\">accessibility<\/span><\/a><span style=\"font-weight: 400;\"> of your email. If you\u2019re hiding the context of the CTA inside an image, screen readers may not be able to read them, making your email inaccessible for visually impaired subscribers.<\/span><\/p>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Now that you know more about image buttons, you should realize that my initial statement is only mostly true. Image-based buttons look the same in every email client <\/span><i><span style=\"font-weight: 400;\">where images are turned on and only if the subscriber isn\u2019t using a screen reader<\/span><\/i><span style=\"font-weight: 400;\">. So are they actually bulletproof? No. And as both of these above-mentioned cases are impossible to track using standard email tracking, there\u2019s no way for you to know what percentage of your subscribers are having this bad experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So ditch the image CTA to make sure your subscribers can see and use your CTAs, no matter what device they\u2019re using.<\/span><\/p>\n<h2 id=\"design\">What makes a beautiful button design?<\/h2>\n<p><span style=\"font-weight: 400;\">Buttons are more than just code, though. There are several factors that go into making your buttons usable and eye-catching.<\/span><\/p>\n<h3>Email button shape<\/h3>\n<p><span style=\"font-weight: 400;\">Rule number one: make your buttons look like buttons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We all like making fun and unique buttons, but often, if you stray too far from what\u2019s expected, subscribers will miss the intent\u2014and not take action. Yes, the words may say something is clickable, but as they say, \u201cA picture is worth a thousand words.\u201d<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30396 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"examples of standard email button shapes\" width=\"1224\" height=\"530\" data-lazy-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-300x130.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-1024x443.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-768x333.png 768w\" data-lazy-sizes=\"(max-width: 1224px) 100vw, 1224px\" data-lazy-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes.png\"\/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30396 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes.png\" alt=\"examples of standard email button shapes\" width=\"1224\" height=\"530\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-300x130.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-1024x443.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/button_shapes-768x333.png 768w\" sizes=\"auto, (max-width: 1224px) 100vw, 1224px\"\/><\/p>\n<p><span style=\"font-weight: 400;\">Use standard button shapes to ensure you catch people\u2019s attention, especially if they\u2019re scanning. Standard shapes include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rounded corners<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Square corners<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Pill shaped<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ghost button<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Shadowed button<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">That isn\u2019t to say you can\u2019t do fun things with buttons. Magic Spoon added some fun <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/a-guide-to-animated-gifs-in-email\/\">animated GIFs<\/a> to their buttons to draw even more attention to them.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30397 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"magic spoon example of email buttons with animated GIFs\" width=\"640\" height=\"453\" data-lazy-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/ScreenRecording2021-04-08at01.27.57PM.gif\"\/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30397 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/ScreenRecording2021-04-08at01.27.57PM.gif\" alt=\"magic spoon example of email buttons with animated GIFs\" width=\"640\" height=\"453\"\/><\/p>\n<h3>Email button size<\/h3>\n<p><span style=\"font-weight: 400;\">With over 40% of subscribers opening emails on mobile devices, according to our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email-engagement\/\"><span style=\"font-weight: 400;\">State of Email Engagement report<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s important that your button is designed so it works across all devices.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your button is too small, it will be hard to click on mobile devices. If it\u2019s too large, it looks less like a button and more like a design element.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The ideal size for buttons for easy clicking on mobile devices has been translated to be between<\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/uxmovement.com\/mobile\/optimal-size-and-spacing-for-mobile-buttons\/\"><span style=\"font-weight: 400;\"> 42px and 72px<\/span><\/a><span style=\"font-weight: 400;\"> (approximately 11-19mm). This seems about average for button height seen around the web, and the buttons we use here at Litmus fall within that range as well.<\/span><\/p>\n<h3>Email button space and padding<\/h3>\n<p><span style=\"font-weight: 400;\">Make sure there\u2019s enough whitespace around your buttons, too, so they stand out. This also makes it easier for your subscribers to click the correct button.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best example of this would be an email with several links in one paragraph. If you bunch your links close together, your subscribers are never going to accurately click on what you want them to click on, especially on mobile.<\/span><\/p>\n<h3>Visual feedback<\/h3>\n<p><span style=\"font-weight: 400;\">Not every email client supports <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/interactive-emails-top-trend-anyone-using\/\"><span style=\"font-weight: 400;\">interactive emails<\/span><\/a><span style=\"font-weight: 400;\">, but where possible, adding a little interactivity to provide visual feedback helps subscribers know their interaction has been registered.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s an extra sign to them that something is clickable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can be as simple as a change in color or more complex depending on your preference. (We know sometimes it\u2019s fun to go all out, so don\u2019t hold back\u2014but also know when to rein yourself in.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our own standard button has a color change as well as a push-button effect.<\/span><\/p>\n<p>But we did try something new, too, and had a lot of fun with our January newsletter buttons. A great design element that was also fun to \u201cpush.\u201d<\/p>\n<p>\u00a0<\/p>\n<h3>Email button text and font size<\/h3>\n<p><span style=\"font-weight: 400;\">Keep your actual CTA copy or label actionable and to the point. Tell subscribers what you want them to do as clearly and concisely as possible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One to five words is usually enough.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That length also keeps your email scannable. And if you have more to say? Include it in a headline over the button. By regularly keeping CTAs within one to five words, it makes the rare moment that you do go over it stand out in a much more meaningful way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><\/p>\n<div class=\"container pt-3 pb-5 px-1\">\n<div class=\"row blog-cta-green rounded-5 p-4\">\n<div class=\"mx-auto col-12\">\n<div class=\"row d-flex align-items-center\">\n<div class=\"col-lg-6 col-12\">\n<p class=\"bold fs-4\">Data-driven email success<\/p>\n<p>Make smarter decisions with rich, reliable data. Understand subscriber behavior and boost your ROI.<\/p>\n<p> <button class=\"button-blue arrow\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\" class=\"text-white text-decoration-none\">Try email analytics<\/a><\/button> <\/div>\n<div class=\"col-6 d-none d-lg-block\"> <img loading=\"lazy\" decoding=\"async\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" width=\"210\" height=\"180\" alt=\"\" data-lazy-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\"\/><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/07\/blog-cta-email-guardian-07292024.svg\" width=\"210\" height=\"180\" alt=\"\"\/> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p> <\/span><\/p>\n<h2 id=\"coding\">5 ways to code a bulletproof CTA button<\/h2>\n<p><span style=\"font-weight: 400;\">With over <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/why-testing-the-rendering-of-every-email-you-send-increases-your-roi\/\"><span style=\"font-weight: 400;\">300,000 potential email renderings<\/span><\/a><span style=\"font-weight: 400;\">, is it really surprising you can\u2019t make one-size-fits-all button styles that work everywhere?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What you can do is make a button that works <\/span><i><span style=\"font-weight: 400;\">almost<\/span><\/i><span style=\"font-weight: 400;\"> everywhere. And there are a few different methods for creating these buttons depending on your needs. Take a look through these to figure out which one works best to support your subscribers.<\/span><\/p>\n<h3 id=\"conditional-padding\">1. Conditional-padding button<\/h3>\n<p>Thanks to <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.goodemailcode.com\/email-code\/link-button\">Mark Robbins<\/a> for this conditional-padding button. It\u2019s the one we use here at Litmus.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30400 size-full\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http:=\"\" alt=\"conditional email button\" width=\"1224\" height=\"366\" data-lazy-srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-300x90.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-1024x306.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-768x230.png 768w\" data-lazy-sizes=\"(max-width: 1224px) 100vw, 1224px\" data-lazy-src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button.png\"\/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-30400 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button.png\" alt=\"conditional email button\" width=\"1224\" height=\"366\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button.png 1224w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-300x90.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-1024x306.png 1024w, https:\/\/www.litmus.com\/wp-content\/uploads\/2017\/11\/conditional-button-768x230.png 768w\" sizes=\"auto, (max-width: 1224px) 100vw, 1224px\"\/><\/p>\n<p><span style=\"font-weight: 400;\">This button uses styling on the link to style it for everyone except Outlook. Then, it uses conditional code to add Outlook-specific padding and border-radius. Since the Outlook padding is controlled separately, you can edit the Outlook padding without impacting what the button looks like in other email clients.<\/span><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Key takeaways \u2728 You should never use bulletproof button images because they get lost when images are turned off\u2014and they\u2019re not accessible. Eye-catching and clickable buttons depend on multiple factors like shape, size, spacing, and more. There are five ways to code bulletproof CTAs including conditional-padding, VML-based, padding-based, border-based, and padding-and-border-based. Have you heard of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":206334,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[56294,20861,13093,2059,418],"dealstore":[],"offerexpiration":[],"class_list":["post-206333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-bulletproof","tag-buttons","tag-email","tag-guide","tag-work"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Your Guide to Bulletproof Email Buttons that Work - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=206333\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your Guide to Bulletproof Email Buttons that Work - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Key takeaways \u2728 You should never use bulletproof button images because they get lost when images are turned off\u2014and they\u2019re not accessible. Eye-catching and clickable buttons depend on multiple factors like shape, size, spacing, and more. There are five ways to code bulletproof CTAs including conditional-padding, VML-based, padding-based, border-based, and padding-and-border-based. 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