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The Constant Contact Guide to Email Marketing by Eric Groves

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8
Creating Email Content That Leads to Action
Whether your email content is designed to inform, promote, or relate, it has to capture attention and provide paths that your customers and prospects can take to move them closer to a decision or purchase. These paths might involve getting in touch with you, learning more about a product or service, or buying what you offer.
Without leading your subscribers down these paths, your emails are prone to being deleted without much meaningful or measurable interaction. Mapping out the various paths and actions that you want your recipients to take when they read your email content helps you to create and organize your email content for the greatest impact. Content that’s organized around a path to action also helps your subscribers better understand what your emails are asking them to do.
There are multiple types of email content, and there are often multiple paths to action in a single email. This chapter explains how to come up with a variety of different types of effective email content and offers advice on using content to call your subscribers to action. I also give you tips for coming up with sound objectives, organizing your email content, and making sure your objectives and content lead to action. I also explain how to insert different types of links into your emails using your Email Service Provider to aid your recipients in taking action quickly and easily.

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