9. Include primary and secondary calls-to-action

You already know the power of a solid call-to-action.

The only question left is, what is the most effective strategy for your welcome emails?

It’s simple.

All emails should have, at the very least, a primary call to action.

It can—and almost always is—followed by a secondary call to action.

Think of it this way.

What is the one thing that you want subscribers to do immediately upon reading your email?

That’s your primary call-to-action.

Anything else is secondary.

Let’s dissect the previous CoSchedule email.

Notice how the primary call to action is emphasized several times.

It’s the only focus in the body of the email.

There’s even a line to impress upon subscribers that if they only do one thing, it should be to grab a seat to watch the demo.

The secondary call to action is left in the Post Scriptum (P.S.) section of the email.

That’s the most effective structure for your call to actions.