Persusive techniques -- like the Force -- have a light and a dark side...
Online Advertising Techniques
http://www.useit.com/alertbox/20041206.html
In general, anything that tricks your readers or forces them to endure something will piss them off and make them hate you. Although the following is related to web ads, it can also be transfered to email. (Identify yourself, clearly say what you want to say, don't use gaudy pointless tricks...)
Good Practices:
- indicate what will happen if people click
- relate to what people are doing online
- identify as an advertisement
- present information about what you are advertising
- provide additional information without having to go elsewhere
Most Hated Web Advertising Techniques:
- Pops-ups
- Loads slowly
- Tries to trick you into clicking on it
- Does not have a "Close" button
- Covers what you are trying to see
- Doesn't say what it is for
- Moves content around
- Occupies most of the page
- Blinks
- Floats across the screen
- Automatically plays sound