Business professionals want to know how your products are made and how they are marketed. But e-mail recipients won't automatically open b-to-b e-mails. To help ensure that, you must be a trusted source of information.
Don't limit your e-mail to simply promoting your products or your company. Instead, treat your readers as insiders, with exclusive inside information about market trends, new processes or related products (not necessarily yours).
Leverage the knowledge of top executives with a survey invitation from a C-level executive at your company to provide a valuable report to the industry via e-mail.
Design the top left of every e-mail with the preview pane in mind. If you have a big colorful ad there, but nothing relevant to the recipients' interests, your e-mail most likely will be deleted.
For the mobile edition of your e-mail, include content that is easy to read and that can be scanned quickly. And include a link to the full edition of your newsletter so readers can check it out on their desktops.
Source: Arthur Middleton Hughes, senior strategist, e-Dialog