We’ve all done it: Scrolling through our inboxes, we delete any email with subject lines that scream things such as “Watch this webinar!” and “Click here for a FREE trial!” Then there are those subject lines that are so uninteresting, your eyes glaze over: “Following up on last week’s meeting,” and “FWD: You’re invited to the next conference on the importance of market strategy.” So how do you make your messages stand out?

When you spot buttons to download, donate, or share; a QR code to scan or a link to visit; or simply an invitation to learn more, these are all calls to action (CTAs) in varying forms. A strong CTA—an instructive message that invites a user to do something—will motivate, persuade, and convince your audience.