Not everyone is going to read every single word of your email. In fact, at best, it will be skim read by 50% of your subscribers.

People are busy.

One little trick to ensure the most important information in your email is read, is to have it as a P.S. This is a great place to put your call to action, or get a point across.

Many people will scan the email and skip to the end.  This is an opportunity to increase your CTR (click-through-rate) and get more people to your website/event registration.

Try adding a sense of urgency as long as it is credible.