It is possible to solve for conversion-centered design tactics and human-centered needs and preferences at the same time.
Fortunately, we have plenty of data that suggests by solving the human problems, you will better support the business ones. These things do not have to be at odds.
The best part of Jason’s article is: “Always test and reflect on your campaigns to find what works best.” Just be sure that testing includes people with a range of abilities in a range of contexts.
As an industry, I hope we can teach and update people on the use of this term. A “CTA” should be a singular call-to-action that the business prefers the audience to take – and may be personalized, contextual or dynamic to an individual person within that audience. The user should be able to take this action via ANY interaction method, and not simply a link that has been styled to look like a button (which nearly always has poor and inconsistent affordances).
That said, IF you are using a button-like-object, please consider that eye tracking horizontally across the viewport between elements of different horizontal alignment: adds cognitive load to all users, decreases readability, and is an accessibility challenge for certain audiences, like those with dyslexia.
The short answer is: test with your audience.
The comments and threads on Github just keep coming as well.
Then, this was published yesterday: AMP for email is a terrible idea.
There is a real opportunity here to get aligned and finally publish real specs on email standards via the W3C HTML for Email CG.
The solution from @Nicholas will keep the item a link but remove the affordance properties. This is not the goal in this particular context. This instance of the email address is specifically NOT to send an email to it, but to add it to contacts.
Don’t focus on style. Focus on format detection. It is a poor practice and experience to disable format detection using the meta tag. Instead, you can simply insert an HTML entity into the display name to prevent format detection and creation of the mailto link. Use a zero-width non-joiner: either or
Then, a good practice is to enhance this request with a link to a .VCF file for desktop email clients – to make it easier for users to create the contact.
Hello across the pond from MRM//McCann Detroit!
In addition to other great comments, consider this: most email is opened on a mobile device. All contact information (when properly formatted) will be detected by format detection (unless specifically disabled with a meta tag). Users expect this feature. Simply add a compelling reason / value proposition for the user to engage and create the contact.