√ Place a button link near a text link

√ Test how email will look in Preview pane

√ Compose emails as multipart/alternative messages (HTML/plain text parts)

√ Test across multiple email clients, platforms, browsers

√ Test how email will look with images on and off

√ Ensure call-to-action link is in text (as well as image)

√ Use 600 pixels as fixed maximum width

√ Do not use JavaScript or Flash

√ Avoid email marketing during the holidays