"I need your clothes, your boots and your motorcycle"
When asking for people to subscribe, don't ask for their life history, make it easy for them to signup. By asking for more than just email address and their name you will only end up making the process longer and it could put people off from subscribing. Keep it simple, have an area on every page of your website where people can enter their email address and click subscribe.
"Frankly my dear, I don't give a damn"
This is what your subscribers will say if your campaigns have no relevance to them. Ensure that you are giving them exactly what you said you would when the subscribed and not just emailing them about irrelevant subjects that they have no interest in.
"I'm going to make him an offer he can't refuse"
Offer your subscribers something in every email campaign, a free educational ebook to download, a discount voucher or coupon that will encourage them to use your business or service. From your welcome email to your regular campaigns make sure you are offering your subscribers something not just of relevance but all that is of interest to them. You can then monitor how popular the link clicks are which will help you with your future email campaigns.
"You, talkin to me?"
Don't confuse your subscriber, personalise your email campaigns with their first name to grab their attention so they know you are talking to them. I'm not saying go crazy by adding in lines upon lines of personalisation but at least greet them at the start of your email. You could even ask them a question using personalisation like; "@Firstname@, have you seen our email marketing check list yet?", then include a link for them to follow.
"Bond, James Bond"
Make sure your from name is clear and you keep it consistent. If your recipients get an email from your "Company Name" then you start emailing them from "Jenny Jones" this may cause some confusion as to who you are and when people are confused they get annoyed. This may very well cause them to unsubscribe.
"Say hello to my little friend"
Include a forward to a friend link as well as social share buttons so your subscribers can share your email. Doing this will help increase the overall reach of your email campaign and get you in front of potential new customers.
"You've got to ask yourself one question: do I feel lucky?"
Be sure you test your email campaigns prior to sending. By not testing you will only be spinning the email roulette as to what subject lines are being marked as spam, how the email displays across different email clients and checking for any link or spelling errors.