Your ultimate goal in sending almost any bulk email message is to get the recipient to take one or more actions by clicking on a link in the message. These “click-throughs” are a primary indicator of how effective your email was. In order to maximize the click-through rate, remember these guidelines:

• Limit links in the message.
• Make the links you use enticing and clear.
• When possible, employ simple “non-geeky” URLs. For example, http://www.ourcampaign.org/justicenow is much much friendlier to read than http://www.ourcampaign.org/jn.php?node=5AEF&Z=8
• Links are best isolated on their own lines in the text content, with “white space” above and below.
• Include a dramatically shortened pitch to take your action, along with a bright red or yellow button, in the sidebar or another special section at the top of the message. This is for the "you had me at 'hello' " supporters, who are ready to do pretty much whatever you ask and don't want to be bogged down reading an entire sentence explaining it.
• In your text, get to the point quickly – have the first "action" link within the first three paragraphs of text. Continue below that with more information.