general) should be heavily tested and
optimized over time. Try A/B testing
subject lines, monitoring open rates,
and optimizing as needed. We'll dive
into email metrics more in section 7.
ONLY ONE CALL-TO-ACTION
Ever heard of the paradox of choice?
It's a phenomenon that happens when
people are presented with too many
choices – they end up getting flustered
and confused about which option to
choose, often times choosing neither.
Direct the path you want readers to
take by eliminating choice and options
in your emails – this means including
only one CTA.
MAKE YOUR CTA ACTION-
ORIENTED:
Also make sure it's relevant to the content on your page. The CTA should also be
placed above the fold to avoid missing people who don't scroll down. HubSpot
recommends doing the '5 second rule' by sharing the email with a friend and seeing
whether they grasp the main message in 5 seconds or less.
9
From the perspective of a HubSpot User
