The noobie was attempting to put all of his content in the followup email itself. That, in my book, is a big no no.
One of the things we are attempting to do in followup emails, besides build trust and repore, is to train the reader to click on links in the email.
I recommend to my students that they always put thier free content on a separate page hosted on their site or on a free blog or site.
The emails can then generate interest and have a call to action to click the link and then when the reader does click the link, they are directed to a separate page with the article or the video or the extra free download.
Not only does this build anticipation for what you might send them next, it also has a small element of surprise - like opening a gift.
Lesson for the day - Train your readers to CLICK by keeping your content out of your emails. Put your content on a separate free hosted page, a separate page on your site, or a free blog.
Just this one thing will increase your sales - I guarantee it.