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Determining Your Call to Action

What exactly do you want those who receive your email to do? Should the ultimate action be:

  • 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 may 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 will ultimately help you to determine the success of your campaign, so you will want to focus on this early in the planning process.


Published: 05 March 2008