It's easy to get into a state of anonymity on the internet. You're not meeting subscribers and customers face to face as in the offline world. It's easy to forget your list names are actual people with their own lives, hopes and aspirations.
This is even more so when you have a big list. So much emphasis is placed on having a big list as if it's the be all and end all of email marketing. However, people on your list buy from you because they feel a relationship with you. Each individual has to feel they can trust you to fulfil promises on your sales pages and in your products. If not, they will quickly ignore you or drop out altogether.
But how can you build a relationship with so many people?
First, although not seen as effective at it used to be, use their first name in your emails, addressing them as an individual. But just their first and not their last name.
Second, the tone of the email should be when you're talking to one person, and not to your list in the mass. Don't use such terms as "Hi everybody". Use "you" in your emails. After all, you are only talking to one person at a time.
Third, be personal with them by asking what they want to know about or find out about. Ask them if they have a question for you. If they do ask a question, answer it yourself so it's a personal response. You can then give a whole list response if it will help everybody, such as: "I had a great question the other day about [whatever the topic was] and I thought my answer could help everybody. So, thanks for the question, and here is the question followed by my answer."
This shows you're responding to individuals. Even those people who asked nothing can see that, and it builds credibility to encourage them to buy your products.
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