Calls to action are necessary because your email readers don’t
intuitively know what to do based simply on the information that you
provide them. As the marketer, you may think it is common sense that
they should now buy your product because you told them of all its
virtues, but if you don’t ask for the sale you are not likely to get
it. It is important therefore that you not only tell your prospects
what you want them to do but do so effectively. Ideally, any call to
action should be clear, direct and concise.