1. Identify yourself. This is what 'From' lines are for, and consistency is very important. 64% of small business execs said they decide whether or not to open the (email) newsletter based on who it's from. - Bredin Business Information (2007). Another survey finds that 73% of all recipients make the decision to click on the "report spam" or "junk" button using the from line. - Email Sender and Provider Coalition, 2007

2. Don't waste time. Business people are, well, busy. They aren't reading your message for entertainment, and certainly not when reading it on a BlackBerry-sized screen. What does this mean for content? Short and sweet. Subject lines and headlines should cut to the chase, without unnecessary teasing and enticing. Make your value proposition 'above the fold', readable in the first screen.

3. Speak to them. Copy tone should be direct and professional without being too formal; much as in a face-to-face meeting. State why you are sending this message and what's in it for the recipient. Content should be relevant - the more you can segment this audience and dynamically personalize, the better.

4. Include a PDA version. According to a MarketingSherpa 2007 survey, 64% of all key decision makers now read their email on BlackBerries and other mobile devices. It is now advisable to post a link at the top of your message that says "View this message on your handheld PDA." This should take the reader to a message specially formatted for the tiny screen, i.e. no line should exceed 43 characters.

5. Don't disappoint. Business people can be pragmatic by nature; meaning whatever you promise in subject lines and headlines, make sure you deliver. A recent Inbox campaign tested two different subject lines for a client with a loyalty card program. One subject line offered 500 loyalty points for trying the product. The 'hot offer' subject line got a higher open rate, but the '500 points' yielded a higher actual take up on the offer despite the lower opens. The hot offer wasn't hot enough.