Day 8: Provide quick wins.
It is absolutely OK to have people click to your website to get more information on things. However, it is also super important to immediately reward their attention and their open.
Give them a complete thought or a complete experience in at least one area of your email.
These can be fun things or funny things or useful things. I try to do all of that in my emails. I always have a section for handy links that shares resources. I also started sharing a couple of my recent sketches in my newsletters (The “art ps”) because people enjoy that.
By letting your readers have a complete experience within the email, even if they don’t click for additional information, they will more deeply connect with you each time, rather than only when they do want to click and read something longer.