text: If you include a link in your e-mail, make sure that you provide some 
  context. 
  Your recipients are unlikely to click on a link if they don’t have any 
  idea as to what they are going to see when they open it. 
  
  • 
  
  • Only mark an e-mail as ‘urgent’ when it really does require immedi- 
  
  ate attention. 
  What’s urgent to you may not always be urgent to your recipients. 