What do you want your subscribers to do, and why should they do it? In
email marketing, that’s what your call-to-action should clearly and
concisely communicate. Although a call-to-action is one of the most
important factors driving conversion, many email marketers don’t give
nearly enough attention to theirs. Here we discuss why you need to go
beyond the generic “Click here,” and provide 10 tips for how to create
effective calls to action.
Note: I did not write this article, however this is probably the best example of how to 'do' good email marketing I have found on the web, so I thought it would make a good quick course for anyone who writes marketing emails!
Also I have never worked with Fulcrum Tech and don't work for them either, but from these articles and others on their site you will see they know what they are talking about http://www.fulcrumtech.net/