Email marketing - 5 Tips to get people to read and respond

Tips for producing great emails abound.  I found these five, from a very informative Fast Company article (focused on the -who, what, when, where and how of email marketing) to be especially good. They could apply to personal as well as marketing emails.

A quick summary:
1. Who? Make it personal
2. What? Make it actionable
3. Why? Make it practical
4. When? Make it urgent
5. How? Keep it short