6. Create a Clear Call to Action

Start by defining the desired action in your own mind. Let's say you want your members to click through to your site, read about your meeting, and sign up by clicking through to your registration form.

Recipients need to know exactly what they should do and what they can expect in return (as in the instruction "Click Here for a 20% Discount on Your Next Seminar"). Do keep the body of your message and call to action short, but make sure the message is long enough to present the core benefits.