A call to action (CTA) leads your reader to the next step. You want them to click through and convert to customers which makes your CTA incredibly important. You need to choose the most urgent action you want your reader to take. Whether that’s sign-up, share, or purchase, make sure your button or link is distinctive and prominent. You can test out different active languages like “shop now,” “sign-up today,” or “get your free download” to see what works best for your campaign.
You need it to catch the reader’s attention. You may even want to include multiple buttons throughout the email that lead to the same landing page – one at the top, in the middle, and at the bottom so it’s as easy as possible for your reader to convert.