Your email may also have a call to action that seeks

　　Successful email marketing campaigns are a result of ¡calls to action¡± that get results. What results are expected from an email marketing campaign? Usually they are plastic flower pots plate either a click to a web site or a phone call to a 1-800 or 800 number.

　　In today's spam controlled environment, many emails just do not get through, even those that are desired, double opt-in and legitimate. Estimates are as high as 20% rejection. The frustration is that the email marketeers do not even know. These email are not bounced, just caught in nondelivery spam traps.

　　Of those that do get through, often only 50 percent get opened. Things start to get frustrating at this point, and this is even before a call to action is # viewed.

　　Let's assume that your email is now open on the viewer's screen. It better be quick and to the point. The call to action needs to be urgent and relevant.

　　One call to action is to direct the reader to a web site, where you hope that another call to action will result in the desired reader behaviour. This is usually to buy something as you already have their email address so this is not your goal.

　　Your email may also have a call to action that seeks a phone call. This can be better in that there is not a two-step process between you and the reader. The downside is many readers will put off making the call until later. (This often happens with a click to a web site call to action as well). Additionally, more and more we are becoming reluctant to call, as we never know when a machine will answer us. We do not have the time or desire to press 1, 2 or 3. We don't want to be placed in a queue and told our call maybe recorded for training purposes. We want to talk to a live human being.

　　For the email marketeer the best outcome is a sale. This can be easily achieved if the company supporting the emails is willing and prepared to provide real customer service and transform ¡lookers into bookers¡±. All that is required is a proactive technology that makes out bound calls and a compelling call to action.