I know it sounds hard to believe, but you really do need to be explicit when you write a solicitation at the bottom of an e-mail. In fact, that applies to any solicitations you write.

There’s an old ad business axiom: “Ask for the order.” That’s why you see things like, “Act now by going to [site] today and you’ll get this special whatever for only $19.99 along with a FREE whatever else.”

As a marketer, it really frustrates me when I get newsletters and marketing messages via e-mail that include everything except a clear call to action. They’re beautiful and have lots of photos, well-designed, a joy to read, and they get me in the mood to do take action -- if only I knew what they expect me to do.

I don’t know where to click, what link to follow, where to order.
Therefore, an integral element of an e-mail marketing campaign is a clear call to action.

• Be very explicit about what you want the recipients of your message to do. This is NOT the time to be subtle.
• Arrange you message to make it clear what the recipient is supposed to do and what the steps are (and make it a minimum of steps.)

Don't get carried away by distracting people with too many links or offers. Make your call to action clear and tell recipients what they can expect when they click through. This can be as simple as: "Click here for a free breakfast for two on your next weekend trip."