How not to do a call to action

As any email marketer knows, your call to action is a crucial element of your campaign. When tweaking your text can double your conversion rates, you can’t afford to ignore it. Even a 5% increase in conversion rates can translate into huge sales if you’re talking about thousands of customers.

So why PayPal, a company who you might think would know better, would use this confusing and non-clickthrough-inspiring call to action text is beyond me.

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