In my article titled, 10 Tips for Split Testing Email Campaigns, I touched upon “Calls-to-Action (CTAs).” In ‘email marketing, as well as online marketing. There are a number of important elements associated with CTAs you can optimize to improve your click through rates (CTRs) and responses, or get your subscribers and visitors to engage in some other meaningful way. These include the words you use to issue the commands (actions), their physical appearance (color, design and scale), and placement (location, location, location). In this article I’m going to discuss how to create effective CTAs to grab the attention of your subscribers and prospects, and provide some examples of effective calls to action. Best Practices for Effective Email Calls to Action CTAs are one of the most useful tools in guiding your subscribers to take immediate action or leading your subscribers to the next step. In an email, the CTA can be hyperlinked text, a clickable button or image that solicits a desired action from a reader and then redirects them to a landing page that provides additional information. It’s an easy way to interact directly with subscribers and prospects and promote engagement with the content of your email to help extend your interaction with subscribers beyond their inbox (e.g., while they are visiting your website and blog, engaging with you via social media, etc.).