Links are great, especially when the links are pointing to your website. However, make sure you are linking to related sites. Give readers links that are connected to interesting content that you think will benefit them, inform them or entertain them in any way possible.
When you place the link, create a comment that will make them want to press this link, and this will also prove to your readers that you really are an expert on the subject.
Finally be careful not to link to pages with content that is not related to your company. Since this can annoy your readers, and remember that they were registered to receive your information and not see one that may not be interested.