What is the most fundamental goal you want to achieve from your email? A call or a website visit perhaps? If this is the case, ensure you’re not hiding essential information from the user. Clearly define how they can contact you, link to important pages in your website including your landing page, home page and contacts page. One of the traps most businesses fall in to is to craft a great looking email and then forget to put links in to your website. A personal pet hate is finding links to a companies Twitter or Facebook page when all I want to find is a link to their website because I can’t remember exactly who they are – so don’t hide this away or worse, forget to put it in altogether.

Whilst on the subject of links, ensure you are linking your logo or header image appropriately as many users will click here expecting to be taken to your website!