I was just mentioned on American Express Open forum in an article, 7 Genuine Ways to Generate Click-Throughs:
A quick preview:
1. Contain one main message in each email, or clearly articulated and delineated messages for newsletters.
Your recipient can quickly read, understand, process, and take action on one main idea. Strong messages don’t “distract with extraneous information,” according to Jeff Finkelstein, who masterminds Internet marketing campaigns for client organizations and corresponds with clients via email as well as phone calls and face-to-face meetings for his company, Customer Paradigm.