Avoid the Delete Key

Not everyone will interact with your message right away, however. Some people will save your message in their inbox, and it may be several weeks before they decide to click. Of course, the sale may be over or the item may no longer be available.

Make sure there’s a user-friendly page that clickers are brought to explaining the situation and suggesting alternative items or highlighting your current offer.
No Personalization
Few catalogers personalize their e-mails in terms of the salutation. Only 5 percent of the catalogers in my study use personalization. And those that do use this technique sporadically.