Call to Action (CTA)
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A call to action is the primary instruction you want the recipient to follow, expressed as a button or link (e.g., “Request Demo,” “Start Free Trial,” “View Pricing”). In email automation, the CTA is directly tied to measurable business outcomes and should be aligned with funnel stage and audience intent.
- Design considerations:
- Clear, action-oriented language
- Visually distinct placement and styling
- Single primary CTA per message whenever possible
- Measurement: Click-through rate on the primary CTA, and the conversion rate of CTA clicks to the desired outcome (form fills, purchases, trial activations).
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