Here are some easy to follow tips that will help you avoid being seen as a spammer, or having your emails trashed or ignored. The thing is this: email reduces friction. Greedy, lazy organizations have embraced this and tried to figure out how to blast as many emails as they can as cheaply as they can, relying on the law of large numbers. The real law of large numbers is, "using large numbers is against the law."

I want you to add friction back in. If you want to be seen as being personal, the best strategy is to be personal, which is slow and expensive.