Quick Info:

Why care?	Asking your customer to take multiple actions induces decision fatigue and increases your chances of them taking none. Avoid this.
Cost:	FREE
Who should do this:	All businesses with an email list
Platform:	Email Service Provider

What is a Call To Action?

When you send an email to your list, it should have 1 main action that you want someone to take from that email. 

In order to take that action, you’re going to create a prominent Call To Action (CTA) that will prompt, or encourage your reader to take the action YOU want them to take. 

If you’re sending an email with a new release announcement, your CTA might be: “Shop Now”

If you’re sending an email with a story about an award you just won, your CTA might be “learn more” and direct people to a news article or specific page on your website that goes into further detail.

Why only one per email?

Generally, you want to have 1 main purpose for sending out each email. You don’t want it to be full of CTAs and other actionable items, because if you give too many options, then people face making a decision – which most likely leads to NO action. (because we all have too many decisions to make already. An email is probably bottom of the decision-making priority list).

If you find that you want to say more things, then it’s probably time to increase your email frequency, and break those things down into separate emails, each with their own goal.

By trimming it down to one CTA per email, you can lead your readers down the best path that you’ve laid out for them. No decisions to make, and a much better chance of arriving at the destination that you want them to reach.

This also enforces a sense of direction, clarity, trust and support from your subscribers, which leads to higher levels of brand loyalty over time. 

TODAY’S TASK

✅Take a look at the last email that you sent. Did it contain more than one CTA? Use your findings to sculpt future mailings and help you decide when to increase your email frequency. 

Do One Thing to include one CTA per email and ensure your subscribers reach the next leg of their customer journey!