Even though it's such a simple way to communicate, there's a lot to consider when coordinating an email marketing effort. Aside from all the logistics of format, frequency and distribution, what about the meat of your message, the content? The factors contributing to a solid email include everything from the subject line to the call to action. If you over-promise or go way off-topic with the subject, chances are, readers will be turned off right away. As for the message, it's easy to get caught up in the sales push or promote every last feature of your product. What your readers really want are the facts on how the featured solution(s) will be of help to them. Last but not least, don't forget a call to action. If your content did persuade readers, they'll need a little direction on what to do next. The bottom line: Email is an easy way to reach out, but you should still put some thought into how you use it to effectively engage with customers.