Know-How Exchange : E-Marketing

In the message of the email campaign, what is in it for the recipient? What benefit would they get using your product? I would consider some version of that key benefit as your subject line.

Secure storage of materials, tools and equipment is the benefit to the recipient. This is a B2B campaign so I am struggling to make it "sexy" or exciting enough to open...

Why does the campaign need to be based on e-mail? Why not direct response or through some kind of industry portal?

What is the pain point that secure storage addresses for these folks? The subject could use that as the core element.

Instead of doing a big email blast, start small, and measure the results of the emails (open & click-thru rate). Once you get that nailed down, scale it up. It's unlikely that without knowing the details of your business and a clear articulation of your USP (unique selling proposition), we can create a perfect subject line for you. Instead, try a few out (based on their benefit), and see what works.

It definitely needs to explicitly indicate a savings to expenses, and an estimated % saved. That demonstrates knowledge of the business.

But I agree with the others that an email campaign is unlikely to generate much interest. For the decision-makers, do you really understand how many emails they sift thru? Even if the subject line is catchy, they are unlikely to respond if they don't know the sender.