Have you ever gotten lost on the way to an appointment because the directions were so complicated? Wouldn't it be great if the route was a straight line from A to B? To make sure prospects arrive at your online marketing destination, create a link that takes them straight from email (Point A), directly to the web content (Point B). If you send them to the home page, then might end up getting lost looking for the proper signpost (link). Speaking of signposts, the label or anchor text you choose to will have a huge impact on the the result. Head down Business 19 instead of Route 19 and you are sure to end up at a dead end. Use the same Anchor Text from beginning to end to keep your prospect on the road.