When you are sending emails to your email list, how do you write to them? Do you write like you were writing to a friend or do you write like you were writing to a huge mass of people?
My suggestion is: If you want people in your list to look forward to receiving your emails, you should write to them like they were your friend. In reality, they are all your friends aren't they?
Try to step away from the "corporate" style. Write in a tone that you would use if you were actually writing to your best friend. We trust our friends, don't we?
1-Write as if you were writing to only one person.
2-Email ONLY if you have something cool and awesome to say.
3-Do not email ONLY if you have something to sell them. Make it your goal to help them out with useful tips.
4-Use your "actual" email address. Do not hide behind an address that doesn't reveal who you are. Don't be afraid to put your reputation on the line. I mean, why not, right? You don't have anything to hide, do you?
5-Don not repeat people's names in your email. This could make you sound "weird" and people may doubt your honesty. You are not a call centre.
How to write an email that people will actually read
1-Just write and write quickly. Don't hesitate. Your excitement will show more that way. Let it all out.
2-Keep it short. Don't write long and boring emails. Everyone is busy.
3-Ask them questions. Make them feel like you care.
4-Be authentic and use your own style. That will help you gain trust with your readers.
5-Be original with your greetings. Don't automate them. Real greetings make your readers feel special.
IE: Greetings from Montreal!
6-Use the word "you" as much as you can. It's one of the most convincing words in the dictionary, don't you think?
7-Don't "market" to your customers, talk to them.
8-Show your personality by using your own vocabulary.
9-Show your readers that you "love" them as you would show your friends.