I think it only works on the games that are linked in the email.
http://store.origin.com/DRHM/store?Action=DisplayCategoryProductListPage&SiteID=ea&Locale=en_US&CallingPageID=CategoryProductListPage&Env=BASE&sort=price&direction=down&itemIdx=21&categoryID=57399500&childCategoryID=57399500
I...