If you are going to go through the effort of developing an email marketing list and composing emails to send out, you will want to make sure that the recipients in your email address database actually get the message, are able to open it and that they read it. There are a couple of things that you should be paying attention to, in order to have the best results possible.
First, you definitely want to make sure that all communication that you send to your email address database has a link to your website contained within and featured prominently. Your recipients cannot act if they do not know where to go. You might be surprised to learn how many people fail to include a link to their site when communicating with their email marketing list. After all of that effort, it ends up being a waste of time. The call to action needs to be clear, with the link right there—leaving absolutely no question about how the recipient should proceed.
Although you want to include a link and feature it prominently, you want to ensure that you do not have too many extra links in there that might distract the recipient, or worse, lead them away from your landing page. They probably will not remember to return, so if this happens, the customer may be lost. One clear link, standing alone, that leads right to the landing page, is all you should have with your call to action.
Another important thing to consider is that many users are opening their emails on mobile devices. The email that you send out to your email marketing list needs to definitely be mobile friendly and able to be read on a smart phone or other mobile device. This means that it cannot be too wordy or require too much navigation. Again, make the call to action clear and simple, and placed prominently enough to be accessible on a small mobile device.
Make sure that the messages you want to send are actually received and responded to by your email address database!