Definition
Different steps of the funnel need different CTAs. Consistently progress the ask rather than repeating it.
Best Practices
- Map one clear CTA per message to avoid dilution.
- Progress from educative to committed asks.
- Align CTA wording with the journey stage.
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Related Glossary Terms
Account-Based Marketing Email
An account-based marketing email is a highly targeted message sent to a specific organisation or decision-maker group as part of a focused B2B strategy.
AI Content Detection
AI content detection refers to the growing ability of email clients, spam filters and consumers to identify machine-generated email copy. It matters for deliverability, trust and engagement in an era of mass-produced AI marketing email.
AI-Generated Content in Email
AI-generated content in email is copy, images, code or subject lines produced by artificial intelligence tools to speed up campaign production and testing.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
Authority Principle in Email Marketing
The authority principle is a persuasion concept where people trust and follow the guidance of perceived experts, used in email marketing through credentials, certifications, and expert positioning.
Frequently Asked Questions
The sequenced calls-to-action across an email flow.
It fails to move subscribers through the funnel.
Usually one primary, with a subtle secondary.