Link your cta to the right page
You risk losing customers if you don’t link your CTA to the right landing page. Don’t link your call to action to your homepage or a generic landing page and leave them to find their way to the right page on their own. Create landing pages that are highly relevant to your email communication and link your call to action to that page. If you are promoting a product in your email, land them on the appropriate product page where they can directly buy it.