When creating an email campaign, most people give little thought to the wording of the specific text they link on. But consider this: between the underlined text and contrasting color, linked words pack all the power of a subhead. They jump off the page and offer an opportunity to highlight key points. So before you write For more information, click here, see if you can reword that sentence. Use the highlighted text link to offer some substantive benefit or guide to the content the link leads to. Links offer a opportunity to advance the sale, so use them well.