It’s important to note that emails are not and should not be considered a one-step conversion touch point. There are a number of factors that play into you being able to drive revenue through email marketing. For example, you need to cultivate a high quality email list and set clear expectations at the time of sign up, you must have captivating subject lines that grab attention, you need compelling, relevant content, and the list goes on and on.
Today, I’ll argue that the call to action (CTA) is the most important aspect of an email message. The CTA is designed to convince email subscribers to take the next step and visit your website. Without email subscribers visiting your website, there is surely no chance of a conversion and therefore no revenue being driven.
So how do we create effective CTAs that grab your subscribers’ attention and entice them to click?
