Four Strategies for Effective Member E-mails

3) Include a clear call to action. The call to action is an essential component of your e-mail because it answers three important questions for your members: What you want them to do; why they should do it; and how to take that next step. Make sure that whatever you’re asking them to do (e.g., make a donation or volunteer) is clear, concise and easily noticeable in your e-mail. One call to action per e-mail communication is most effective. Placing call-to-action phrases along with links or phone numbers in the beginning, middle and end of the e-mail will help ensure your members know how to act on your message.