You need a phrase that directs the reader to the inside. Limited time only . People who put your mailing aside for later reading or file it will probably never respond. The trick is to generate a response now . At last .
People like to think they are getting in on the ground floor of a new thing.
Making your mailing an announcement increases its attention-getting powers. But it's a double-edged sword in industrial mailings. On the one hand, business and technical buyers want something new. On the other hand, they demand products with proven performance. Explain that your product is new or available to them for the first time, but proven elsewhere - either in another country, another application, or another industry.