Give your subscribers value

Your subscribers are busy. They typically don’t have time to pay close attention to every piece of information in their inbox, so you’ll need to make the important information very accessible: highlight the main thoughts you want to communicate with a headline, using a larger, bolded font, or a set of bullet points, only providing the details necessary. Provide a link to a blog or a web site for more detailed information. If your subscriber is truly interested in further research, they will follow the link, but you don’t want flood people with too much information, or they won’t process any of the information.
Don’t use too much text in your emails; it will overwhelm your readers. Keep the content small, easily read, with prominent calls to action. Most calls to action will be links to specific areas of a web site. In your email, make use of call out areas in specific areas of the email to highlight specific thoughts. Studies have shown that the content placed at the top and left are most visible to most readers. It’s where we’re trained to start reading, and by default, we tend to look there first.
Offer value to people by providing information that is relevant and meaningful. Don’t try to “hard sell” someone, but rather, simply build the relationship. When you build rapport with your subscribers, they’ll view you as the resident expert, and will certainly consider your knowledge resources in their purchasing decisions. And that is what your emails are all about — increasing your bottom line.