Bonus - make sure that the unsubscribe link has the same color like the email text and not the blue link color
Ronen Wasserman, Marketing Automation Expert
Responsive Online Marketing
Could you give a little more detail on your #1 Don't vs. your #1 Do? I may be missing it but they seem to contradict each other.
It is a little bit tricky. Using "hi [first name]" is personal but not flattery - It is like you introduce yourself to someone: "Hi Jim, I'm Ronen".
Words like "dear" reserved for people to people who have previous relationship with them.