-- > Provide large CTAs: Your call to action (CTA) is the most important part of a marketing email. It should be eye-catching, well-placed, and — above all — usable. The criteria for creating a successful CTA vary, depending on whether it is to be selected by a cursor or a finger. Apple’s iOS Human Interface Guidelines recommend a minimum “tappable” target area of 44 × 44 px. That’s not to say that all buttons have to be 44 px, just that there shouldn’t be any buttons or links closer together than 44 px. Otherwise you run the risk of a “mistap.” Also, keep ergonomics in mind as you’re placing CTA buttons. For instance, they shouldn’t go in the lower right corner, where the user would find it uncomfortable to click.
-- > Left-aligned text is preferred
-- > Keep subject lines succinct
-- > Consider using pre-headers
-- > Always use clear, concise content
-- > Create a vertical hierarchy
-- > Take care with your use of images
-- > Consider including click-to-call capabilities
-- > Provide a plain-text version option
-- > Carefully plan delivery times
-- > Make it easy for readers to take the next step
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