Key stat: Interactive buttons or calls-to-action (CTAs) are the most effective interactive elements to use in emails according to 35% of marketing professionals worldwide, per January 2025 data from Litmus.

Beyond the chart:

• The top KPI for marketing emails is clickthrough rate (CTR), cited by 29% of marketing professionals worldwide, followed by conversion rate (24%), and revenue generated (17%), according to the same data.
• Nearly a quarter (23%) of marketing professionals worldwide report email CTRs of more than 5%, while the majority fall below 5%), per Litmus.

Use this chart: Marketers looking to improve email CTRs should prioritize clean, prominent CTAs. Test placement, color, and copy to find what drives action. For campaigns that need deeper interaction, try layering in forms or countdowns—but lead with a button.

Related EMARKETER reports:

• Generative AI for B2B Marketing (EMARKETER subscription required)
• US Ad Spending by Industry 2024 (EMARKETER subscription required)

Note: Respondents were asked, "Which of the following are the most effective interactive elements to use in emails?"

Methodology: Data is from the June 2025 Litmus "The State of Email 2025 Report." 692 marketing professionals from Australia, Canada, Ireland, the UK, and the US were surveyed during December 30, 2024-January 16, 2025. The survey group included 176 respondents from members of Litmus' audience, and 516 from a general panel. Respondents were professionals responsible for email marketing. Generational representation included Gen Z (ages 18 to 27), millennials (28 to 43), Gen X (44 to 59), and baby boomers (60+). Data was analyzed to ensure consistency across demographic groups.