Write for #2.

When you send out e-mails, there are a lot of things to consider.  Here are two.  First, make it something that the recipient will want to forward.  And second, write it for the person it’s getting forwarded to, who may not know you.  Be sure to include something about your company, a link to sign up for e-mails, and anything else that might interest them.  It’s the multiplier effect for e-mail.