Here's an interesting idea from Early To Rise worthy of testing: They sent out an email with the subject line “Danger lurking in your kitchen.” The email opened with a recent Consumer Reports article that revealed 20% of olive oils are fake. They went on to say that the olive oil in your kitchen might be heavily processed and may even contain 100% vegetable oil loaded with trans fats. Then comes the call to action: “If you want to make sure YOUR olive oil is pure and that you aren't falling for this huge olive oil SCAM, my good friend Nick Pineault shows you how to ensure your olive oil's purity on the next page:”
Following this text is a graphic that looks handwritten and reads, “Next Page” with a hand drawn arrow, followed by the words
==> GO TO NEXT PAGE
Both of which are links.
Of course, you're not going to the “next page,” you're going from your email account to their website. But if the reader has been held spellbound by the marketing message, then “going to the next page” could be less of a pattern interrupt than asking them to go to the website, even though it's the same thing. Will it increase click-throughs? Only testing will tell.
One thing they did wrong – when you click the link you're expecting to immediately learn more about olive oil, but instead you land on a page about fat burning foods. In fact, there was no reference about olive oil at all until nearly the bottom of the page.
In marketing you always want your email message to flow seamlessly into the page you're sending them to or you'll lose people. If your email references bad olive oil, then the page you send them to should be talking about bad olive oil. Doing anything else leads to confusion, irritation and making the visitor feel duped – things that do not lead to getting the sale.