Now, my first instinct was to just open the email and click "sign." That would've been the shortest and simplest pathway, but ...

Tap on the Click Here button and you’ll be load into the Bingo Bash app where you can redeem your free chips. If you haven’t installed Bingo Bash yet, head over to the Google Play Store or iOS ...

Which button should they click? Who knows! Stick to a primary CTA per page/flow where possible. If secondary CTAs are included, style them differently and clarify the priority. Here's a horror story ...