1. Stop talking about your list. Stop talking about subscribers. Write as if you’re emailing one person only. It instantly makes your emails more personal.
  2. Quit wasting people’s time. Only email when you have something truly valuable or helpful to say.
  3. Be useful. Don’t just email when you need something from your readers. Be helpful. Be generous. Be friendly. Be like real friend.
  4. Use your actual name as your from address. Put your name and reputation on the line. That’s more personal isn’t it?
  5. Be trustworthy. Let people know what to expect. Yes, sales messages should be part of your email marketing, that’s fine. Just be clear about it when they sign up.
  6. Don’t be creepy. Feel free to personalize emails, but don’t repeat people’s name too often, because it makes you sound like a call centre script.
  7. Be on their side. Remind people that they’re not alone. Tell them you understand their struggles. Empathize with them, and ask how you can help.
  8. Give people a reward for reading. Make sure people benefit from reading your emails. How? Share a useful tip. Make them feel better. Inspire them.
  9. Promise something good. If people know specifically what they’ll learn or how exactly you’ll make them happier, more informed, or better at business, they’ll be itching to read more.
  10. Use power words. Sensory and emotional words attract attention, and make your subject lines stand out in crowded inbox’s.
  11. Use a number. Because digits — like 4 or 37 — stop wandering eyes.
  12. Pique curiosity. Don’t be afraid to occasionally use bizarre words. Tickle the information gap, or violate the information gap. Your readers will be keen to find out more.
  13. Point out common mistakes. Because nobody wants to be perceived as silly.
  14. Quit cleverness. Simple, specific subject lines beat clever alternatives every time.
  15. Experiment. Be a rebel and try something new. Dare to be different. You’ll be surprised by what works and what doesn’t.
  16. Learn from the masters. Subscribe to excellent email lists and analyse their subject lines. You’re guaranteed to learn something.
  17. Stop following meaningless stat’s like optimal subject line length. No average reader exists. Build a real relationship so your readers anticipate your emails and they’ll open them because they recognize your name — even when your subject line sucks.
  18. Write fast. Because that’s how your enthusiasm and personality come through.
  19. Keep it short. Edit your emails with rigor. Long and unwieldy emails slaughter your readers’ interest. Challenge yourself to cut your text by half next time you edit.
  20. Ask questions. Imagine having a face-to-face conversation with your reader. You’d ask questions in that situation, wouldn’t you?
  21. Don’t follow a strict formula. Blueprinted emails quickly bore the boots off your readers.
  22. Add a personal touch. Because you’re trying to get readers to know, like, and trust you, are n’t you?
  23. Don’t automate your greeting. Try warm wishesbest regards, or greetings from sunny England. Mixing up your greetings makes you less robotic, and more personal.
  24. Use the word you. Because it’s one of the most persuasive words in the English language.
  25. Develop a natural voice. Stop thinking about email marketing. Consider your emails to be a way of talking to your customers or readers.
  26. Add personality. Use words and expressions only you can use. Be human.
  27. Stop being dull. Understand the tell-tale signs of boring writing. Write short, strong sentences. Be to the point. And break high school rules.
  28. Quit being selfish. Don’t be cold-hearted. Genuinely care about your readers.
  29. Don’t sell before the prospect is ready. Become a friend and trusted source of information first; and your readers will more readily buy from you.
  30. Highlight benefits. Don’t sell your product. Instead, sell the benefit it offers your customer.
  31. Show what readers will miss. Most people are risk averse. They want to avoid inconveniences, glitches, and complications. Consider rephrasing the benefits of your offer as a problem you’ll help to avoid.
  32. Don’t follow a strict formula. Because formulaic emails sound robotic and are boring as heck.
  33. Work toward your aim. Tell interesting stories that lead to your sales message.
  34. Present a clear deadline. It prevents people from procrastinating.
  35. Insert multiple links (to the same page). Because it increases your chances of people clicking that link.
  36. Have an impeccably clear call to action. Tell your readers exactly what you expect them to do next, and remind them why it’s in their best interest to buy.
  37. Use the power of the PS. Remind people of a deadline. Or repeat what they stand to lose if they don’t take up your offer.