Ask them to take action. This action should lead them to your next conversion asset or activity. Never send an email without a call to action! Insert a link to a conversion page on your website, a unique landing page, blog, video, webinar, registration page or “buy now” page. Do NOT take them to your “contact us” form on you home page! Your action should not be descriptive but compelling. Create a sense of urgency by providing and incentive or making a time limited offer or one that is only available to a specific number of people. Write one sentence that includes the benefit they will miss out on if they don’t act now. Then tell them directly what to do. “Make more money now, click here to get started” “Increase more leads, click here to learn how” “Want to make more money? Register today and save 10%.”