Think about what your reader will be looking for. It’s advice worth repeating (which is why I keep repeating it).
That means forgetting all the things you know that you reader might not and putting yourself in their place.
Take this email from the Royal Opera House:
It talks about BP’s Big Summer Screens but it doesn’t say where they are.
I didn’t even see the link that says “Find a screening near you” the first time I looked at it because it was below the fold.
So two simple things could have made this a much more effective email:
- Adding the words “all over the UK” in the first paragraph of text
- Moving the link to just below that paragraph.