summary 20170513 The article is about how to write an effective email, which, in the author’s mind, is more read and responded by the receiver. The author mentioned five faults that will destroy the value of an email, and they are: 1. Write too much. The only goal of email is to elicit the response but not to educate the prospects, so keep email short and to the point. 2. Sound like a salesman. Write as if you are talking to the friends, and take out the buzzwords, even maybe they are sounding intelligence or impressive. 3. Failing to personalize. Don’t send a same email to all of the prospects, instead write a personalized mail, and look like you have done your homework and care about them. 4. Neglecting to add an obvious value. It will increase the likelihood of a response that considering the need of your prospects and offering something of real value to them. 5. Forgetting to include a “hook”. Don’t end an email with a statement instead with a question that prompts reply.