Your recipients should not have to think too much, parse long sentences or read big sections of text. Check for words that can be eliminated. You will be surprised at how many you find and how much cleaner your writing is when you are finished. So state your offer up front, include benefits and make it easy for your audience to take the next step. Then, place a link in the beginning, middle and end of the email, making it easy for the recipient to click whenever they are ready.
People read, react, make decisions and take action differently.
By sprinkling links throughout your email, you can be ready whenever they are. Make your offer valuable. Before you start writing, try listing the benefits of your offer, rank them in order of importance, then pick the top three and be sure to emphasize those benefits early on. Create a Sense of Urgency Limit the offer to a specific time period or, for example, the first 50 customers. People don't like to be at a disadvantage or left out.