3 Email Call to Action Mistakes That Can Bury Your Holiday Marketing

There are many ways you can make your "to" needlessly long; you should avoid all of them. If you're promoting a product in your email, don't provide a link where they will read the same information on your website. Give them the link where they can directly purchase it. Any misdirection down the path to purchase gives the reader a chance to turn his or her attention elsewhere.

The CTA is the most important part of any promotional email. By putting it front and center and making it as easy as possible for your readers to act upon it, you can make their holidays, and yours, much more enjoyable.

Ron Cates is director of new market development at Waltham, Mass.-based marketing software and services provider Constant Contact. Reach him at rcates@constantcontact.com.