I was thinking about the transactional type email messages that are sent through LinkedIn when a connection is asking a question, requesting an introduction or requesting an endorsement.
These requests are coming from your connections, and therefore you trust them. You read the message and then act on it, by either answering the question, coordinating the introduction or endorsing your connections work.
A friend of mine is moving on to a new job. Last week he verbally asked me to endorse his work at his current company. I told him I would. And seriously, I was meaning to do it. However, I got distracted and there always seemed to be a million things for me to do. It’s not that I wasn't going to endorse him, I just hadn't done it yet.
This morning, I received a transactional type message sent through LinkedIn by my friend, asking for an endorsement. I immediately clicked the link and wrote an endorsement for him.
What does this have to do with email marketing?
I think the same principles apply. If you want your subscribers to do something, simply ask them to do it. In addition, make it easy for them to accomplish. A link that takes them where you need them to be with minimal effort on their part will make it easier for you to get the results you desire.