E-mail Webinar, Part 2: Play Up Links, Be Consistent with Type and Coordinate Landing Pages

1. Make links a part of your message. Stressing the value of links and giving the consumer a “call to action,” Ayan advised the use of several tactics in e-mail messages. Among examples of links that “call to action” the consumer, Ayan finds these effective:

* Create a sense of urgency: “You only have a limited time,” he said, referring to an example, “click on this link to read more information on the product”;