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Try to create a sense of urgency (but don't overdo it) to help them make your decision. 8.6 keep. Goals in your mind always carefully consider the ultimate goal and focus of each email. Just be on top when designing and writing content. Do you want them to download an .Ebook, sign up for a webinar, switch from a trial to a paid version...? Depends. The answer is that you have to call the subscriber differently. 8.7 don’t be aggressive.