InVision uses witty copy and bright colors to catch the eye and entice its readers to click.

Classy, an online fundraising platform for nonprofits, similarly uses the CTA as an opportunity to be more playful with its copy and create a memorable experience for its blog subscribers.

6. You keep it short and sweet.

How to Break It: Experiment with length.

The Skimm’s 6 million email subscribers prove that emails don’t always have to be short and sweet, or highly visual to be successful. While some data points to ideally having relatively short email copy, the Skimm’s emails can get quite long (though they are broken into sections for digestibility). And while they don’t typically include very many visual components, they focus on making one thing very easy for the reader. Sharing.