No matter how brilliant the message you created, it is likely that less than half of your email recipients will actually open it. With those odds, you need an attention-getting strategy.
Email inboxes are more crowded than ever, so be sure your email stands out among all the others. Emails need to be succinct and compelling every step of the way. Even worse than being ignored, is being pegged as spam, since you won't get any future messages through.