Every email marketer knows that great calls to action don't just happen on their own. "Clearly identifying what you offer and how you want to convey that offer requires thoughtful consideration and good timing," says Leigh Dow in an article at MarketingProfs.

So how do you craft calls to action that customers can't resist?

Dow has a dozen suggestions—and here are a few that can energize your email program's ROI:

Write subject lines that multitask. Every subject line must accomplish a number of tasks: telling subscribers what they get when they open the message; making the offer sound irresistible; and doing it in a relatable, conversational voice.

Create a sense of urgency. Why should a subscriber click through right now? Without a compelling reason to do what you're asking her to do—right this second—she'll go back to her inbox and never look back. "Urgent, action-oriented words are more successful than words such as 'free' in inspiring your subscribers to take action," Dow notes.

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