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I continue to run into marketers that treat online marketing like print advertising. The look and design of their electronic newsletter must contain a beautiful header, or pictures. They lament, “we can’t work with you because you won’t let us use our header.” I get calls from their bosses saying the same thing.

I then educate and explain the header is not what a busy executive is after – they want good content. Useful content. Pictures and headers that don’t show up in the preview pane of most executives email systems actually identifies your publication as something they probably didn’t want. After all, as a busy executive, do you worry about your email header when you email another executive – no!

What that executive sees is “Dear Frank;” Imagine a concept of sending a prospect or client an email much the same way they would send one.

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