July 9, 2026 · Oskar Glauser

Newsletter CTAs that get clicks: what to say instead of read more

“Read more” is one of the most common newsletter CTAs, and one of the weakest.

It is not exactly wrong. It is just vague. If your reader is scanning their inbox while behind the counter, between clients, or at the end of a long day, vague does not win clicks. Clear does.

A strong CTA tells people what happens next. Book a table. See available times. Get directions. Claim your 10% code. That wording works because it answers the question every reader has before they click: what do I get if I tap this?

That matters because most people will not click much at all. Real human email open rates are often around 20 to 25%, and average click rates hover around 2%. You do not need everyone to click. You do need the people who open your email to understand the next step right away.

If you want better click rates, start by replacing “Read more” with the action your customer actually wants.

Why “read more” underperforms

Most small business newsletters are trying to do one of a few things:

• Get a booking
• Bring someone into the shop
• Drive an order
• Start a conversation
• Collect a review
• Help someone redeem an offer

“Read more” does not match any of those goals. It describes the act of clicking, not the benefit of clicking.

Compare these two examples from a salon newsletter:

• Read more
• See available appointments for Friday

The second one is stronger because it is specific, useful, and easy to act on. It gives the reader a reason to click now instead of later.

It also helps with clarity. People skim email fast, especially on mobile. Specific CTA wording tells them where the click leads without making them guess.

If you want to improve the rest of the email too, this guide on how to write a newsletter people actually read pairs well with stronger CTA copy.

What makes a CTA get more clicks

You do not need clever wording. You need useful wording.

Good CTA text usually does three things.

It names the next step

Use a verb people can picture:

• Book
• Order
• Browse
• Reply
• Leave
• Claim
• Get

These words reduce friction because the action is obvious.

It shows the result

The best CTAs do more than name an action. They hint at the payoff:

• Book your haircut
• Order this week’s lunch special
• Get directions to the shop
• Leave a 30 second review

Now the reader knows what they are clicking for.

It fits the reader’s intent

Someone ready to buy may click “Book now.” Someone interested but not ready may prefer “See available times.”

That is why many newsletters work best with one primary CTA and one softer secondary CTA. For example:

• Primary CTA: Book your table
• Secondary CTA: View this week’s menu

One asks for commitment. The other offers a smaller next step.

Before and after CTA examples for common small business goals

The easiest way to improve your CTA wording is to keep the goal the same and rewrite the CTA so it says what the reader gets.

Booking

Weak:

• Read more
• Learn more
• Click here

Better:

• See available times
• Book your appointment
• Reserve your table
• Choose your class time

If you run a salon, “See available times” can feel less pushy than “Book now” while still moving people toward the booking page.

Ordering

Weak:

• Read more
• Shop now
• View details

Better:

• Order Friday’s lunch special
• Shop the new summer candles
• Preorder your birthday cake
• See this week’s takeaway menu

“Shop now” is not terrible, but “Shop the new summer candles” is stronger because it tells people exactly what is waiting for them.

Visiting

Weak:

• Read more
• Learn more
• Visit us

Better:

• Get directions
• See store hours
• Find parking nearby
• View this weekend’s pop up details

This works especially well for local businesses. If your real goal is foot traffic, say it in a practical way.

Replying

Weak:

• Contact us
• Read more
• Get in touch

Better:

• Reply with your question
• Reply to request a quote
• Tell us which date works for you
• Send us your biggest skincare question

Reply CTAs are underrated. They feel personal, simple, and low pressure. For freelancers and service businesses, they can work better than sending people to a full contact form.

Reviewing

Weak:

• Read more
• Share feedback
• Tell us what you think

Better:

• Leave a 30 second review
• Rate your last visit
• Tell us how we did
• Leave your Google review

The phrase “30 second review” lowers the mental cost. It makes the task feel quick and manageable.

Redeeming offers

Weak:

• Read more
• Get offer
• Save now

Better:

• Claim your 10% code
• Use your birthday discount
• Redeem today’s free coffee offer
• Get this week’s member deal

Specificity makes offers feel real. “Claim your 10% code” beats “Get offer” every time.

How many CTAs should a newsletter have?

Most newsletters should have one main CTA.

That does not mean only one link in the whole email. It means one main action you want people to take.

If you give readers too many equal choices, clicks often drop. A restaurant newsletter that asks people to book a table, order takeaway, buy gift cards, follow Instagram, read the blog, and leave a review in one email is asking too much.

A simpler structure works better:

Primary CTA

This is the main goal of the email.

Example:

• Reserve your table for Saturday

Secondary CTA

This is for readers who are interested but not ready.

Example:

• View this weekend’s menu

That keeps the email focused without losing people who need a smaller step first.

For more help shaping the full message around one goal, you might like email marketing tips for small businesses.

Where to place your CTA, and whether buttons help

Even a strong CTA can get missed if it is buried.

Put the main CTA earlier than you think

Many small business owners save the CTA for the very end. But if someone opens your email on their phone and only reads the first screen, they may never reach it.

A good rule:

• Mention the offer or update quickly
• Place your main CTA near the top
• Repeat it once later if the email is longer

Buttons usually help, but text links still matter

Buttons are easier to spot, especially on mobile. They work well for your main CTA.

Text links still make sense when they feel natural in a sentence, like “Reply to this email with your question.”

So the better question is not “buttons or text links?” It is “what is easiest to notice and understand?”

Make the CTA match the email content

If your subject line says “Last minute tables for Friday,” your CTA should not say “Learn more.” It should say “Reserve a Friday table.”

Consistency builds trust. It also helps clicks.

A simple rewrite formula you can use today

The fastest fix for a weak newsletter CTA is this:

Verb + specific result

For example:

• Book your haircut
• Order this week’s special
• Get directions to the shop
• Reply with your question
• Leave a 30 second review
• Claim your 10% code

Before you send your next newsletter, find every “Read more,” “Learn more,” or “Click here” and ask one question:

What does the reader actually want to do next?

Write that instead. Your CTA will be clearer, stronger, and more clickable.