Build a relationship with the reader
Running an email list is somewhat like blogging in that you want to build a relationship with the reader.
This may sound strange since you're not directly talking to the person.
But you want them to feel like you’re talking to them.
That's the critical thing to turning them from a reader into a customer!
They must feel a connection with you on a personal level.
The way you achieve this is by addressing the person directly.
You talk to them as if they're a human being and not a robot.
You will get the hang of it over time.
Be folksy and all that to make them feel like they've known you their entire life.