Your call to action should be very clear, and very simple. It should be somewhere towards the top of your email for those who won’t finish reading the whole email, and then repeated again at the end for those who do read all the way through. It should spell out exactly what you want subscribers to do, such as, “Click here to download our report.”

The 3 Things To Avoid When Emailing Your List
When you decide to have an opt-in list, it is not just a matter of sending your subscribers your promotional newsletters or catalogs.