Unlike these informational emails that I’m sending you, most business emails will have a call to action that they want the recipient to do such as take advantage of a limited time offer, return to complete an abandoned shopping cart, sign up for a webinar, attend a summer networking event – whatever.
Generally you should only have one call to action per email. This TripAdvisor email is a good example. While there are three different buttons in it, they are all asking you to do the same thing: write more reviews.
You can have multiple calls to action in an email, of course, but what you’re going to find is that the vast majority of clicks will be on the first call to action. I’ve seen it over and over again. The lower you go in an email, or on a web page, the fewer clicks your links and buttons will get. (Sorry: many people don’t read to the end.)
So it’s usually best to have a single, focused message and call to action that you want to achieve for each email.
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