Why most Email marketing never gets responses or go to spam/promotion/trash.
The Simple reason is:
Your Email should never tell what the customer should do. People never likes on being told “What they should do”. Even children do not like that.
Your Email should always be inviting a customer to take further action.
There is a lot of difference between Instructing and Inviting.
In one of my excompany, they always insisted on using “PAY NOW” button for their membership which was a suggestion from an external consultant. I always suggested on using “register free” or “Upgrade” as an option.
Your emailer or any marketing message should invite the customer to take action. It should not advice them/instruct them on what they should do. Always remember, Your customer knows better than you.