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

* Convey a sense of e-mail exclusivity: “Not available in the catalog, only available through this e-mail offer”;

* Use links to include audio/video files in e-mails. Ayan said he finds this much more effective than trying to embed these files in the message;

* Call to action with a product tie-in — give consumers the opportunity to buy something;