After all, most emails involve a subscriber taking some kind of action. Now, what if you can’t find that cta, or it’s not clear? There’s a good chance that this message will fail, delivering subpar results. Here’s what jordie van rijn suggests you should do instead: before you start writing and designing your email, know what you are working up to. The email should be in function of the action, not the other way around.
Or as a famous email marketing quote gambling data brazil says: the email is the invite, but the party is on the landing page. Examples of actions that you want them to take can be: buy a product, register for an event, renew your subscription, request a quote, do a demo, take a trial, requesting a call back, they are all working up to a sales. Sometimes it is very specific actions to your industry or product, like request a test drive for automotive.
He also makes a point that not all actions may be the same as your ultimate goal: but not all actions are the same as goals or even outcomes. Your (end) goal might be to increase sales or increase customer loyalty. But there can be a couple of steps before that happens, like the action to view a video or read an article. Especially in bb there are long sales cycles and complex products, that require some extra steps.