√ Limit Subject lines to 6 or 7 words

√ Include only 6 to 10 links

√ Offer a specific dollar amount off instead of a percentage

√ Consider the fold to be the top 400 pixels of content.

√ Address recipients by name

√ Avoid $ signs

√ Emphasize with words not exclamation points

√ Keep most important information including the call-to-action above the fold

√ Avoid forms unless researched and tested

√ Add "if you can't read this" link to top of email

√ Prefill forms on landing pages