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As well as requests from people I have either never heard of or can't remember asking to be my new friend on Facebook, I seem to keep receiving poorly targeted emails. One recent example read: "Dear Malcolm, have you ever dreamt that you could get better results from your email marketing?"

This is just the tip of the iceberg. It's great to receive the very best and the very worst email marketing has to offer, from the badly targeted and poor to the timely, responsive and engaging creative.

I love a subject header and offer that's feels very personal. A recent example was an offer that felt just right for me with a subject header around the postcode area I live in. Next, it's key that the offer really delivers - grabbing my attention is fine, but have you wasted my time?

Recent examples of great emails were from Next Directory and Flying Flowers - great subject header, strong offer, and something worth reading. The worst offenders when it came to offers that weren't really that great included a broadband provider and a utility company.