THIS is HOW you create a STRONG call-to-action

If you write a call action button in the first person click through, rates go up by over 20% because instantly the person's a little bit invested. They may or may not even realize they are, but they are. So instead of, you know, read the case studies, I want to see the secrets of how they transform their utilities. And you, by the way, can make your call action buttons really long. They don't need to be two words or three words. It can be a whole sentence. So write them in the first person, get them a little bit more engaged. If you tell somebody, read something, register for something, download something, they're like, screw you. I don't want to do that. It's save my seat, save my spot, give me the content. I want in. You got to kind of reframe it. So that's what I would do.

If I put the case study button in there, I can know that they click the case study button, and that's an intent signal. And I can measure that where, like, rational me is like. But yeah, nobody's ever going to click it. Why not just put that all in the content of the email?