Cognism’s top 3 rules for CTAs: If you are offering If your offer is Make your CTA something for free time-sensitive, tell very clear. Don’t (e.g. trial, scoping), them. Create some have more than mention it in your urgency! one CTA in an CTA. email. 6 - Well thought out subject lines You’re probably wondering why we left the subject line till last. Truth is, we write our subject lines last. Why? If you wait until you’ve written your email, you’ll get a better idea of the email’s tone and theme. Then, you can adapt your subject line to match them. Not only this, but you might have written something clever or insightful that would make a great subject line. Your subject line is one of the most important factors when it comes to your email. After all, 47% of emails are opened because of the subject line. And 69% are marked as spam just because of it! So it’s vital to think long and hard about what you use for yours. The ANYTHING BUT BASIC guide to email marketing / 15