5 - Include a CTA Remember back when we discussed the basics of email marketing? We mentioned establishing your goals for each campaign. Your call to action will be your little push to get your prospect to move towards fulfilling those goals. This may seem like a no-brainer, but many businesses taking their first steps into email marketing fail to realise how effective a proper call-to- action can be. So don’t be afraid to make it stand out. And, according to HubSpot, personalised CTAs convert 202% better than generic versions. So have a little fun with your CTA, but make sure the action you want your prospect to take is clear. “Keep it simple and be clear about what it is they’re going to do after they click. Tell people what the next step is going to be for them. Whether or not that is, Watch, View, Read, Sign Up or Get Going. And, if you have the time and talent to develop creative calls to action, then go for it!” Emily McGuire, Founder and Chief Email Marketer, Flourish & Grit Here are a couple of examples: 1. Does it make sense to chat about (your value add)? 2. Have you tried a solution like (your solution) before? 3. Could (your solution) help your team achieve (outcome) faster? The ANYTHING BUT BASIC guide to email marketing / 14