Easy to find call to action

Include a single, prominent and appealing, primary call to action so your readers know exactly what you want them to do. If you are including social sharing buttons, remember each is a call to action as well. So, make sure your primary call to action is more prominent than the rest. If you do include a navigation bar, ensure it doesn’t take away people’s attention from the primary CTA.

• Don’t hide your CTA in an image

• Don’t stuff your emails with too many

• Use a HTML based button for your primary call to action instead of plain links or graphic buttons

• Place your call to action at the very top of the email, so that your readers don’t have to scroll through a lengthy email to get to it