I believe this thread is what you're looking for:
http://groups.google.com/group/android-developers/browse_thread/thread/93e3a1591ec0da37/98cddf6f6604eabd

On Jan 5, 2:18 pm, sheik <sheik...@gmail.com> wrote:
> hello developers , help me on this issue ..  thanks..
>
> On Jan 5, 11:36 am, sheik <sheik...@gmail.com> wrote:
>
>
>
> > Hi ,
> > i wanna know is it possible to send market link(market://details?
> > id=<packge_name>) in the mail , that would direct user to the
> > application(in android market). i was not able to send using <href -->
> > tag as we do in html . Kindly guide on this issue . kindly let me know
> > if the Q is not clear .
>
> > Below is the code am using ...
>
> > Intent sendIntent = new Intent(Intent.ACTION_SEND);
> >                     sendIntent.putExtra(Intent.EXTRA_SUBJECT, "Mail
> > subject ... . .here");
>
> >                     sendIntent.putExtra(Intent.EXTRA_TEXT,"Chk this app 
> > (market://
> > details?id=<package_name>) ");
> >                     sendIntent.setType("text/plain");
> >                     startActivity(Intent.createChooser(sendIntent, "Fwd app 
> > link"));
>
> > thank you ..
> > regards
> > Sheik
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