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Basics of Email Campaign Development > Guidelines for Creating a Successful Campaign >

Determining Your Call to Action

What do you want those who receive your email to do? Do you want them to do the following:

  • Buy a product?
  • Download a whitepaper?
  • Cross-sell or up-sell other products or services?
  • Encourage individuals to register on your site?
  • Encourage individuals to sign up for a new newsletter you are offering?
  • Visit a specific Web page?

You might also merely be trying to build a solid relationship with the individual, for which email is an excellent tool, but is harder to quantify. Determining your call to action ultimately helps you to determine the success of your campaign, so you must focus on this early in the planning process.


Published: August 19, 2009