Every email that goes out has stakeholders, and every stakeholder wants their link in it. The result is a newsletter that is a menu, and menus get closed.
Decide the one thing
Before writing, finish the sentence: after reading this, the reader will…. One verb. Everything in the email supports that one action and the button says it in the reader's words: not Submit, but Book my free audit.
If there really are three things
- Send three emails, a few days apart.
- Or put the second and third in a plain text PS, as an aside, with no button.
- Look at the click map afterwards; the button at the top gets most of it either way.
