“Strive to make your CTAs simple and potent; creative and forthright. Most importantly, make sure to play to your audience.”
Hopefully, each email you send to your subscribers will deliver fresh and unique content with reoccurring design elements that give continuity to your brand and messages. However, just like the content, your CTA should also be unique so readers don’t assume you’re getting lazy on them. If the content is about saving money, the CTA should call them to save. If the content is about learning a new skill, the CTA should call them to learn. Write each CTA so it’s specific to your content and your audience.