Because I'm a buyer and buyers buy I'm on a lot of lists. And almost every email I get has three things:
1) A weirdly worded headline, like "why you don't have a prayer of making it online?" Firstly, take the time to capitalize the first word. Starting with lowercase makes it look like you're rushing to finish all 50 emails you have to write. Secondly, ending with a question mark is like the time Ron Burgundy had a question mark added to his signoff and he was trying to read Keep it classy, San Diego? off the teleprompter.
2) An admission that WSOs don't work. Almost every email I get states that every shiny object out there except for the one being pitched in the current email doesn't work, and that gurus lie to you, and that it's not my fault for being suckered by the other shiny objects but luckily all I have to do it Click Here for my salvation.
3) A reluctance to disclose the identity of the sender. I get very few emails where the sender trusts me to know their full name and not just their first name or a code name. If you don't trust me to know your name, why should I trust you with my money?