It’s important to pay attention to the length of the copy that you use in your newsletter. If your email becomes too “heavy” in content then the purpose of your email becomes confusing to the subscriber. For email to succeed as a form of communication it needs to be clear what you want your subscriber to do. Your subscriber needs to know why you are sending them an email. This reason should lead them to a clear call to action. The call to action defines the action your subscriber is to take after they open up your email. Most email marketers do not pay enough attention to the call for action. They painstakingly pay attention to every detail of their email template and creating engaging content only to leave the call to action as almost an afterthought. As a result “Click Here!” is the most frequently used call to action. Click Here is concise and there is no doubt what you want your subscriber to do but it doesn’t tell the subscriber why they would want to.