In this article, Stefan Pollard explains how to create a strong call-to-action (CTA).
Basically, in an email message, the call to action has three elements: the action you want the reader to take, the words you use to issue the call, and its physical appearance (text, image, location).
Read the full article and discover a couple of strategies to help you cover all your bases:
1. Separate the Click from the Call
2. Express the CTA Clearly
3. Sprinkle Links Generously
4. Use Text to Make CTAs Pop
5. Location, Location, Location