Both web pages and emails can contain a lot of text and graphics, which sometimes make it harder to get your subscribers to perform a particular task, such as clicking on a link to see your special offers. 

Users are more likely to respond to a plain, bold, blue text link, as opposed to a banner or button. So, if you're going to include links in your emails, try formatting them as bold, blue and underlined. The result - more subscribers click through, equalling more conversions/sales for you.