I am however inclined to agree with Jordie on the ‘insert lots of links’ point. I’ve found that by including a handful of links that are relevant and interesting garner better results in terms of click-through’s. It keeps the page uncluttered and as Jordie implies, less distracting. This aside, it’s a very interesting read and certainly a great reference for email marketing newbies.

I would raise some caution with #9 “Inserts lots of links” though. In most cases more = more, but there is also such a thing as “attention overload”. Meaning that if you draw attention to many items in an email, it gets diffused and you are actually drawing no attention at all.

Removing links and clutter can actually increase clickthrough behaviour. I would advise to link images though, like a logo or a header. You would be surprised how many people click on these just to get to your homepage quickly.