Placing the CTA at the top ensures immediate visibility. One of our clients in the B2B sector made a change: they relocated their mid-email CTA to the top
and emphasized its value proposition. This shift resulted in a 15% increase in CTR. However, this placement might feel too direct if not presented with adequate context or rapport.
Pros: Immediate visibility, high potential for early engagement, can preempt skimming if presented compellingly.
Cons: May seem too direct, might deter readers if there's insufficient context or rapport-building.