There are many ways to design email content to act as the first presentation material the potential customer is going to be viewing. However perhaps the most important point to keep in mind is to consider and ensure the content is designed according to the receiving partys perception of what is acceptable and impressive and what is not.

Show Yourself

There is a fine line between being too formal and being too casual, thus careful consideration should be given to the intention of the email, the product being touted and the person receiving it.

Loosely meaning that if the recipient is to be addressed in his or her capacity as a member of a company and representing its interest then the email may be expected to take on a more formal tone but if the email is meant to tweak an individuals interest on a more personal basis then perhaps the tone should be changed accordingly to a less formal one.

However having said this, it would also not really serve any purpose to keep the tone of the email so formal that it becomes almost superficial and without any personal connecting connotations.

Using the personal touch as a measurable bench mark and trying to design the mail as closely as if the individual was making a presentation in person would give the email a more exciting an approachable tone.

This will also help the recipient to connect to the general content, more so if it is designed in an interactive way. The personality of the sender should ideally be felt and the email should also create a sense of comfort and trust between the two parties.

Establishing a slightly more personal platform to work on through the initial email will adequately provide for any future exchanges.