Generally we open emails from senders who we know and trust, and  then browse the content. If we immediately see something that interests us, we read in more detail and may follow up, by clicking on a link, or replying or sending the email onwards. But how does an email marketer GAIN the recipients trust?

1. Make sure the users knows who you are, by always supplying an clear and easy to read ‘From’ Name and reply-to address. Good examples:
   
2. Bad examples (reeking of spam):
   
3. Always provide an unsubscribe link in each email you send. Losing some users who do not want to receive your message is better, than having a list that consists of users who simply delete your message or worse: mark it as spam!
4. Use personalization, but don’t overdo it. Depending on the tone of your message, use the users first or last name at the beginning of the message. If you have complex personalization tools that allow you to use target content for target audiences, make good use of it.
5. Reach out to social/professional network. Folks who follow your tweets are more likely to open and read what you have to say in email too. Extend your social network reach, by adding convenient links to social network sites in your email.
6. Be succinct and to the point to get the message(s) out there and READ or clicked.