The elements of an email marketing strategy should work together like a finely tuned machine. There is the mailing list, the time of send, the format and content of the newsletter, etc. One thing that often gets overlooked: the call-to-action within the newsletter content. The call-to-action is the piece of the email that tells recipients what to do after they’ve read the email. It can be as simple as a “click here to learn more button” or a “buy now” link.

The call-to-action is an important piece of the email marketing machine; it points the reader to his or her next task. If there is not call-to-action, the email really has no purpose and the recipient has no way of contributing to your business or following up on something that grabbed their attention. For example, if you’re writing an email newsletter to sell some product, including a “purchase” link is essential. It’s an obvious way for subscribers to take the next step.

There are a few more things to consider when crafting a call-to-action. First, think about the location within the email. Also, what will the actual call-to-action look like? Will there be images, what kind of wording will be used, is a bright color better? The answers to these questions will come in the form of testing. Most email marketing companies offer A/B split testing, so it’s simple to try a variety of calls-to-actions. Test to find the most effective one and then use it for all future sends.