Get those email calls-to-action right

A business survey I read the other day suggested that email is once again the area where marketing investment is increasing the most. So if it’s important to you, welcome to the mainstream.

The format, frequency and content of your marketing emails will of course be defined by your own objectives and your own testing. However, there are some “best practice” lists around which are worth reading. 10 Best Practices for Using Links in Emails on B2B Magazine discusses exactly what it says on the tin, and may give you some ideas to improve your own material. The only thing I’d add is to tag every link properly, so you can measure the quantity and quality of traffic …and compare the response when you make changes.

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