The worst thing that can happen is getting to the point where a prospect or customer wants to act on an email, but they can’t figure out how. Not only should we have multiple CTAs throughout our emails, but they should be clear as day. As a best practice, keep a CTA “button” that stands out in a different color from the rest of the email. It is also recommended to link a section of the text before and after the button and making sure the email banner leads to whatever landing page or destination we are trying to send them to as well.

There’s a very fine line between an email that reads well and contains all necessary information and an email that is just too long. Always assume that our audience is busy. Don't take a paragraph for something worth a sentence. Additionally, consider if you are sending several emails as a part of a series. For example, maybe we’re promoting a survey. The first email should be the longest, introducing the survey (why we’re conducting it, why we want their feedback, etc.). But the last email can be as simple as “Hey, we would love to hear your feedback”.