Each of the topics he focuses on are all great points to remember when creating a sucessful e-mail campaign:

Get your e-mail opened: Use catchy subject line to interest readers, keep in mind this goes to customers and contacts; tailor to them and nuture that relationship.

Have Great Content: Try to stay away from always selling; send something informative that will engage and educate readers.  Stand out as an expert and be the first in the readers mind when they think about your services.  This also makes them more likely to forward your e-mail to others.

Look Professional: Keep your e-mails looking good by giving them an organized look using pictures and text together in a smart looking professional template

Proof Read: Always have your newsletters proof read by someone who wasn’t involved in the creation process so that they can take an objective look at the content and make the necessary corrections.

This is all great advice to ingest when starting to use e-mail marketing or even if you’re just trying to re-boot your current newsletters and give them a new look to reach more customers.