"[F]or most messages," writes Carolyn Kopprasch at the Emma blog, "email is just a starting point for a customer who will then go on to purchase, donate, share, comment, or RSVP."

So how do you consistently encourage subscribers to take action without turning them off? "From the email itself to the 'thank you' page," Kopprasch says, "your success depends largely on the experience you create for your customers."

To help you create productive email experiences, Kopprasch offers advice like this:

Take subscribers by the hand. Show your readers a clear path of action. And eliminate any unexpected detours. If subscribers click on a "donate now" button, for instance, they should end up on a campaign-specific page—not stranded helplessly on your homepage.

Banish the word will from your copy. The future tense removes a sense of urgency—and some customers might be confused by the idea of a future promise.

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