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

* Avoid style sheets, as many times these messages will be stripped and sent to spam folders. Ayan said he prefers to use URLs and form fields.

He added that marketers should test all types of messages and files to see what works most effectively.

3. Create the opportunity for sharing. Ayan advised marketers to give options to circulate e-mail messages, including adding a “forward to a friend” option with an incentive for doing so. He cautioned of the danger of this practice — potentially turning your customers into spammers.